How data is enabling Dickies to make better decisions, faster

Founded in 1922, Dickies is a single of the oldest and most honored brand names in the clothes business. It is identified for its tough and cozy workwear—and a type that resonates as a lot with pop lifestyle icons as it does with automobile mechanics. 
 
I not long ago spoke with Calvin Anderson, Vice President of Worldwide Digital Technique at Dickies, to come across out how info is assisting the enduring company cement its status as the international leader in useful-still-fashionable work outfits. 
 
Calvin’s passion for—and understanding of—data stems from a relentless, fingers-on tactic to solving enterprise issues. He joined Dickies much less than two several years back, but as the following Q&A attests, he has swiftly turn out to be the driving pressure powering Dickies’ digital transformation.

Q: What is Dickies’ history with organization intelligence (BI) and employing info to inform conclusions?

A: Dickies turned 100 this 12 months and was family members-owned right up until it was acquired in 2017 by VF Corporation. Dickies’ tradition has normally experienced an outstanding thirst for info insights, but the setting that hosted that data grew severely tangled around the many years. This left us with out-of-date code, a slew of patches, and complicated documentation—the result of which was a absence of info rely on, and an each-male-for-themselves natural environment with lower synergy. 

Q: What ended up some of the use situations for your data that you had been contemplating as you began hunting for a BI resolution?

A: A person of the most remarkable spots for knowledge is around buyer developments and behaviors. Due to the fact so substantially of Dickies’ business enterprise is wholesale, we experienced to carry in many of the e-commerce principles to electrical power a modern-day, digital setting. This meant factors like building an setting that generates distinctive consumer IDs, ensuring that the rising stages of facts are governed properly, setting up out audience segments, and producing client journeys. 

With this knowledge, we learned so much about our buyers. We saw a stunning selection of ladies acquiring men’s outfits for on their own, which has enabled us to relook at our women’s product or service offerings. Seasonality for solution styles, this sort of as shorts or outerwear, came into emphasis. Also, we ended up in a position to place main client KPIs in front of the complete company in buy to assistance industrial group members align and focus their attempts.

Q: How is Domo encouraging you make use of all that facts?

A: Domo has cracked the code in delivering welcoming info to non-authorities. It is so straightforward to locate your way about the app. The drill ability is incredibly straightforward. While we’ve presented several internal trainings, the reality is most customers just soar in and commence actively playing with the data. We really really don’t want analytics to come to feel like a chore. As a revenue owner, examining in on your stats demands to grow to be a route of lower resistance. That is been the magic of Domo for us. The UX (consumer experience) is just so intuitive. 

Q: What led you to decide on Domo as a BI associate?

A: I always say that facts discovery should begin at the macro and waterfall into the micro. Domo has an extraordinary capacity to present your prime KPIs and then let you click proper into them to see what’s influencing the observed craze.

The potential to go as deep as required to come across a trouble, then display-grab it, tag a colleague, and go away a remark is impressive. It gets to be a good atmosphere for collaboration.

Moreover, in today’s quick-shifting ecosystem, a cell-to start with style and design is a ought to. We are in a business enterprise surroundings in which we are consistently being requested to make a lot more decisions—and better decisions—faster. Individuals need their data on the go. No system does a much better work at mobile than Domo’s application.

Q: You just started out with Domo a couple of months back. What are your most significant successes with Domo so far?

A: As of now, our most significant achievements tale is user adoption. Engagement is larger than it is ever been. The in-app collaboration is at a level I’ve never ever observed before. Our enterprise is embracing usage, aligning behind a one supply of truth, and functioning to swap all advert-hoc reporting with automatic Domo dashboards. 

Q: What does the potential of data appear like at Dickies?

A: My goal is to have every single piece of information in a solitary dependable surroundings that is effective for the amateurs and democratic for these that want to self-provide. All verticals need to be capable to see and fully grasp our business.

An example of this environment doing the job could be a situation where terrific testimonials and social media engagement draw sudden attention to a product. That item picks up momentum and begins speedily promoting in all channels. We would instantly see that claimed products is a additional profitable product mainly because the similar information natural environment that tracks social and gross sales also shows profitability. We could then develop a prepare to deal with stock, capitalize on shopper demand from customers, and generate direct income.

Knowledge conclusions like this should movement from vertical to vertical, just like an organism obviously responds to its natural environment. This can only come about if data is deep, huge, and accessible throughout the corporation. It is the whole “circle of daily life.” In buy to operate this way, our facts need to attract from just about everywhere, and touch anything.