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Dr Martens uses new platform for international growth

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Dr Martens has used a new omni-commerce platform to extend its international reach.

The footwear brand has launched its new site, developed by ecommerce solutions provider Sceneric using the hybris Commerce Suite, in the UK, France and most recently the US. The different sites, as well as a mobile site, all operate from the same platform, which provides local products, language and payment options, optimized for desktop, tablet and mobile. Underlying master data management means Dr Martens can create country-specific catalogues featuring different products, sizes, merchandising strategies and brand messaging. Regional stock management is also enabled.

Payment options include the Cybersource range of payments and PayPal.

Chris Jones, interim global ecommerce director at Dr Martens, said: “We needed three things from our systems integrator to deliver this project. The first was deep technical skills and knowledge of hybris, which Sceneric provided consistently. The second was the project management and design skills to create and deliver our hybris project to time, budget and vision, which Sceneric achieved for every major milestone. The third was the open-mindedness and willingness to collaborate needed to handover the resulting solution to our own teams and our long-term external partner Project A.

“We were very pleased with the positive way in which this third objective was also delivered, which has allowed us to transition smoothly into our own support and development culminating in the recent launch of our US site. Altogether, it has been a successful partnership.”

Jim Herbert, founding director of Sceneric, said: “As the global retail landscape continues to develop, retailers are looking for innovative and efficient ways to tackle new marketplaces in a highly efficient manner. We’re delighted to have been given the opportunity of working in partnership with Dr. Martens to develop a platform that ensures their brand values aren’t lost in translation as they expand their international retail horizons.”

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