Formed in 1947, Dr. Martens made headway as a wholesale business and now has more than 100 stores globally, with ambitious plans for retail and e-commerce growth. Recognizing the need to evolve to suit the needs of the twenty-first century consumer, the brand embarked on “Project Reboot: Join the Revolution” to replace all its legacy applications with Microsoft Dynamics 365.

“It was recognised that we needed a major transformation project to replace all our legacy applications to give us the tools to be able to grow the business”, says Jackie Reid, Program Lead for Project Reboot. “Microsoft Dynamics 365 was selected because it gave us an end-to-end solution across all areas of the business.”

The solution has been implemented in the United Kingdom and North America and is rolling out across Asia Pacific in 2020. The brand is thriving with its new solution, with benefits being realized across all areas of the business.

♦ Globally capable solution

“With ambitious growth plans, we needed a solution that could support our business now, and into the future,” explains Reid. “Microsoft Dynamics 365 gives us a globally capable solution to be able to grow the business. And, with a turnover of £500 million, we now have the tools, the platform, and the capacity to grow our business threefold over the next 5 to 10 years. And we’re very excited about that.” 

♦ Insights through data

“By far, one of the biggest benefits of the move to Microsoft Dynamics 365 is the access and visibility of business data,” says Reid. “We couldn’t do that on our legacy applications—our analysts would spend all their time creating reports and not enough time analyzing them. Now, we’ve been able to leverage Microsoft Power BI, Power Pivot, and self-service to create accurate reporting in an instant. As a result, we’re able to ensure the accuracy of our information to make much more informed business decisions.”

♦ Real-time stock visibility and virtual warehouses

“The retail benefits of Microsoft Dynamics 365 are huge,” continues Reid. “We’ve implemented virtual warehouses, giving us visibility of stock as a whole, but also stock per channel. This, combined with our new automated overnight store replenishment capability, means we’re able to get the right products to the right stores in a very short lead time. This is directly contributing to our growth and helping all teams to meet business targets.” 

♦ Best-in-class technology

“Having a robust and scalable solution, particularly when it comes to integrations, is key,” says Andrew Donnell, Solution Architect for Project Reboot. “With Microsoft Dynamics 365, we have confidence the solution will stand up 24/7, 365 days a year.

We can also scale when we need to, which is especially crucial through peak trading periods like Black Friday, Cyber Monday, and Singles Day—the last thing we want to do is disappoint our customers and not be able to deliver their orders on time. The fact that Dynamics 365 is in the cloud and on the Microsoft Azure platform means we can sleep well at night, knowing our business is being looked after by best-in-class technology.”

With Microsoft Dynamics 365, Dr. Martens can realize its aspirations to grow and expand into new markets globally across its retail and wholesale channels. “We knew that Project Reboot was going to be more than an IT project,” concludes Reid. “Moving to Dynamics 365 has been a major business transformation, affecting all people, across all departments. The resounding success of the implementation is a testament to great teamwork and great technology, and I’m extremely proud to have been part of it.”

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