TECHNOLOGY

Dockers Footwear steps up online customer experience

BY Dan Berthiaume

Dockers is replacing its legacy e-commerce platform.

The retailer, part of footwear giant Genesco, is streamlining its online shopping environment using the Shopify Plus e-commerce platform. The migration to Shopify Plus offers scalability with a lower investment, and flexibility to adapt Dockers’ e-commerce site to meet changing customer needs. Built by e-commerce infrastructure and services developer Metacake, the new online store replaces an outdated online shopping experience built on a legacy platform that was less adapatable and had higher maintenance costs.

“We want to provide the best online shopping experience for our customers who depend on Dockers for quality, style, and comfort,” said Laura Van Sickle, e-commerce director, Licensed Brands, a division of Dockers parent company Genesco. “In less than two months, Metacake helped us develop and launch the new store with our customers’ buying preferences in mind, giving us a fantastic platform for growth moving forward.”

The Dockers Footwear online retail store features the company’s new SmartSeries collection of shoes for men including boat shoes, loafers, oxfords, sneakers and boots.

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