Like most legacy retailers, workwear brand Carhartt found itself in need of a digital overhaul, thanks to a market disrupted by large ecommerce competitors with advantages in size, speed and scale.
Carhartt came to this crossroads with its own advantages. As a known, trusted brand with a solid niche market, quality products and an emphasis on customer care, Carhartt was well positioned to make the shift to the customer-centric model fueling today’s digital transformations, emphasizing user experience and long-term customer value, but the company lacked some of the major technological underpinnings necessary, including access to real-time data, supply chain management, and monitoring. Without those components, Carhartt had no insight into the health of the business — or its customers’ ecommerce experience.
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