A cult shoe conquers the online world

birkenstock eu cw15 stage 01 franca d

With a brand awareness of over 80 percent, Birkenstock is one of the top 5 global footwear brands. Employing around 3,800 people, the traditional family business in its sixth generation is also one of the largest employers in the German footwear industry.

Our mission

Until 2016, Birkenstock mainly used store-based retail to deliver their shoes to fashion-conscious consumers. To establish a professional online shop and strengthen the brand globally, Birkenstock opted for a new e-commerce platform. Dept was responsible for the conceptual and visual redesign of the online shop, its implementation and its internationalisation.

Teamwork for the trend setting sandal

Ready for internationalisation

Alongside our extensive technical consulting phase and the decision to use Salesforce Commerce Cloud as the e-commerce platform of choice, our Design and Technology team developed the concept and new look-and-feel for the international Birkenstock online shop in cooperation with the client in a co-creation process. After only three months of development and implementation, the shop went live in Austria. Other European countries, the USA and Japan soon followed, always considering their country-specific requirements. Today, the shop is available in 21 countries worldwide with a choice of 17 different languages.

Visual Light 94 scaled

User-centric brand identity & lifestyle

Responsive, attractively presented and – above all – user-friendly: Birkenstock’s new shop makes it easy for customers to discover and buy their favourite products. Thanks to inspiring content and intuitive and clear design, Birkenstock’s lifestyle factor is perfectly accentuated. No matter whether you go for Gizeh sandals in Japan or NYC.

Visual Light 93 3 scaled

Further features for success

Furthermore, Dept integrated the following functionalities and third-party solutions:

  • Marketing automation (Salesforce Marketing Cloud)
  • Store locator
  • OMS-, CRM- und ERP-system (Arvato)
  • PIM (InRiver)
  • Influencer marketing (Olapic)
  • Improved sales promotions
  • Wish list for new and registered customers

In appreciation of the fast track approach, Dept received the popular Salesforce Pacetter Award 2017 for Birkenstock.


Katy White

Client Director

Katy White

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