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A Cult Shoe Conquers the Online World

The iconic sandal brand, Birkenstock, is known globally as it is one of the top five footwear brands in the world. With roots dating back to 1774, their uniquely shaped “footbed” has revolutionized how brands make shoes. The brand enjoys high levels of brand awareness which they wanted to translate to their online shop. So we helped them implement Salesforce Commerce Cloud while redesigning their new webshop which would be rolled out across 21 countries.

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 internationalization.

Teamwork for the trend settingĀ sandal

Ready For Internationalization

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.


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 favorite 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.

Further Features For Succes

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.

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