Rack Room Shoes increases conversions by 25% with AI‑assistance from Dynatrace
Digital transformation drives complexity
The pace of transformation has accelerated across the retail industry in recent years, as entire supply chains, from point of sale, to warehousing and logistics, has been increasingly digitalized. Rack Room Shoes had operated through a strong network of brick-and-mortar outlets for nearly a century; however, was finding itself in increasing competition with other footwear retailers that had made an earlier step into e-commerce. It realized it needed to transform its business and become digital-first to stay competitive.
To kickstart its digital drive, Rack Room Shoes developed online storefronts for its ‘Off Broadway Shoe Warehouse’ and ‘Rack Room Shoes’ footwear brands, which initially ran on an on-premise deployment of SAP Hybris. To further enhance the experience for its customers, Rack Room Shoes migrated this to a hybrid cloud environment, running SAP on Google Cloud Platform. This made it easier to roll out new functionality and improve site usability, by integrating its storefront with additional platforms and services. However, while this boosted sales, it also led to increased complexity and made it difficult to maintain full-stack observability, hindering Rack Room Shoes’ ability to offer seamless customer experiences.
Advanced observability and AI-assistance maximize revenue
Rack Room Shoes realized that in order to maximize conversions and online revenues, it would need to provide customers with an improved e-commerce experience. As such, it needed to take a different approach to tackling the complexity in its hybrid cloud environment. After evaluating the market, Rack Room Shoes chose Dynatrace, identifying that the full-stack observability and AI-assistance it provides would be a major advantage in helping it to optimize customer experiences, increase operational efficiency and maximize outcomes for the business.
"Dynatrace completely transformed the way we work and do business. It’s bred a culture of understanding about digital experience across our organization, and the impact this has on critical outcomes such as conversions and revenue. Combined with the AI-backed answers from Davis, this allows us to be more precise and user-centric, which enables us to accelerate the delivery of new customer-focused innovation," said Kevin McNall, Director of Digital Projects and Practices, Rack Room Shoes.
“Dynatrace completely transformed the way we work and do business.”
“Dynatrace helps us to quickly understand precisely what we need to do to create a great customer experience that increases our conversions.”
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