Inside Burton’s Digital Transformation and Redefined Retail Experience
“I think that was a big driver for change. Where technology was going and where we were,” says Lord.
In addition, legacy systems were holding back the customer experience. Burton couldn’t complete a return in stores for an item bought online. Everything was kind of a workaround and the customer experience really suffered because of it, Lord notes.
Needing a multi-faceted digital transformation, Burton kicked off its planning process in January 2020. The retailer chose to rip out its legacy store systems and replace them with a single, global omnichannel platform consisting of point of sale (POS), order management system (OMS), inventory, and clienteling.
NewStore was selected to help Burton provide its store guides (associates) with improved access to inventory, customer, and order data, while gaining a unified view of its business at the corporate level. It took around a year and a half to get the POS and OMS live around the globe, including operations in North America, Europe, and Japan. Burton worked region by region and each had different nuances and complexities that needed to be taken into account. In addition, Burton has a complex infrastructure working with two different enterprise resource planning platforms(ERPs).
“One thing Burton does better than most is ‘test, test, test, test,’ and they don't release anything until they're 100% sure,” explains Dave Hartenstein, senior director retail success, NewStore. “And that always adds time, but in a good way.”
“Just be very aware of what you're taking on, have IT and the people building it at the table well in advance to call out any potential red flags.”
-Jeff Lord, VP of global direct and digital commerce, Burton
“Documentation of your processes as early as possible can really expedite things. Take the time upfront to really understand your business. We always think we understand our business, but get in there, work with the experts, put it down on paper. And then just bringing all the teams along in the journey, from customer service all the way through finance — just having all of those teams at the table from the start.”
- Brian McAllister, director of global operations, consumer direct, Burton