Based in 1922, Dickies is likely one of the oldest and most honored manufacturers within the clothes trade. It’s recognized for its sturdy and comfy workwear—and a method that resonates as a lot with popular culture icons because it does with auto mechanics.
I not too long ago spoke with Calvin Anderson, Vice President of International Digital Technique at Dickies, to learn how information helps the enduring firm cement its standing as the worldwide chief in functional-yet-fashionable work garments.
Calvin’s ardour for—and understanding of—information stems from a relentless, hands-on strategy to fixing enterprise issues. He joined Dickies lower than two years in the past, however as the next Q&A attests, he has rapidly develop into the driving power behind Dickies’ digital transformation.
Q: What’s Dickies’ historical past with enterprise intelligence (BI) and utilizing information to tell selections?
A: Dickies turned 100 this 12 months and was family-owned till it was acquired in 2017 by VF Company. Dickies’ tradition has at all times had an unbelievable thirst for information insights, however the setting that hosted that information grew severely tangled through the years. This left us with outdated code, a slew of patches, and difficult documentation—the results of which was an absence of information belief, and an every-man-for-themselves setting with low synergy.
Q: What had been a number of the use circumstances to your information that you just had been contemplating as you started searching for a BI resolution?
A: One of the crucial thrilling locations for information is round buyer traits and behaviors. As a result of a lot of Dickies’ enterprise is wholesale, we had to usher in lots of the e-commerce fundamentals to energy a contemporary, digital setting. This meant issues like designing an setting that generates distinctive buyer IDs, guaranteeing that the rising ranges of information are ruled appropriately, constructing out viewers segments, and creating shopper journeys.
With this information, we discovered a lot about our customers. We noticed a shocking variety of ladies shopping for males’s garments for themselves, which has enabled us to relook at our ladies’s product choices. Seasonality for product varieties, corresponding to shorts or outerwear, got here into focus. Moreover, we had been in a position to put core shopper KPIs in entrance of the entire enterprise so as to assist industrial group members align and focus their efforts.
Q: How is Domo serving to you make the most of all that information?
A: Domo has cracked the code in delivering pleasant information to non-experts. It’s really easy to search out your approach across the app. The drill functionality is extremely simple. Whereas we’ve provided many inside trainings, the truth is most customers simply soar in and begin enjoying with the information. We actually don’t need analytics to really feel like a chore. As a income proprietor, checking in in your stats must develop into a path of low resistance. That’s been the magic of Domo for us. The UX (person expertise) is simply so intuitive.
Q: What led you to choose Domo as a BI accomplice?
A: I at all times say that information discovery ought to begin on the macro and waterfall into the micro. Domo has an unbelievable means to indicate your high KPIs after which allow you to click on proper into them to see what’s affecting the noticed development.
The power to go as deep as wanted to search out an issue, then screen-grab it, tag a colleague, and go away a remark is highly effective. It turns into a terrific setting for collaboration.
Moreover, in right now’s fast-moving setting, a mobile-first design is a should. We’re in a enterprise setting the place we’re consistently being requested to make extra selections—and higher selections—quicker. Individuals want their information on the go. No platform does a greater job at cellular than Domo’s app.
Q: You simply began with Domo just a few months in the past. What are your greatest successes with Domo thus far?
A: As of now, our greatest success story is person adoption. Engagement is greater than it’s ever been. The in-app collaboration is at a stage I’ve by no means seen earlier than. Our enterprise is embracing utilization, aligning behind a single supply of fact, and dealing to interchange all ad-hoc reporting with automated Domo dashboards.
Q: What does the way forward for information seem like at Dickies?
A: My goal is to have every bit of information in a single trusted setting that’s environment friendly for the amateurs and democratic for those who need to self-serve. All verticals ought to be capable of see and perceive our enterprise.
An instance of this setting working is likely to be a scenario the place nice critiques and social media engagement draw sudden consideration to a product. That product picks up momentum and begins quickly promoting in all channels. We’d instantly see that stated product is a extra worthwhile product as a result of the identical information setting that tracks social and gross sales additionally exhibits profitability. We might then develop a plan to handle stock, capitalize on shopper demand, and drive direct gross sales.
Information selections like this could circulate from vertical to vertical, similar to an organism naturally responds to its setting. This may solely occur if information is deep, vast, and accessible throughout the group. It’s the complete “circle of life.” As a way to function this fashion, our information should draw from in all places, and contact every little thing.