Dr. Martens Teams Up with Salesforce for Personalized Customer Experience

Dr. Martens, one of the world's most recognizable footwear brands, has embarked on a transformation to become the 'world's most desired premium footwear brand.' To achieve this goal, the company is working closely with Salesforce to create 'agentic experiences' for its customers.

The brand has made significant strides in direct-to-consumer sales over the past decade, growing its D2C channel to two-thirds of its business. However, this shift highlighted failures in customer care, particularly when engaging directly with consumers globally.

Dr. Martens operates across 20 e-commerce markets and boasts 280 retail stores worldwide, but a highly fragmented technology estate made it challenging for the company to provide a unified customer support experience.