As a footwear brand with name recognition on a global scale, the team at Dr. Martens understood how hard it is to reach modern consumers. Particularly in fashion retail, where consumers tend to be young, hip, and tech-savvy, outmoded methods of customer management aren’t sustainable.

This idea brought “Project Reboot: Join the Revolution” to life—a company-wide replacement of Dr. Martens’ established legacy applications with Microsoft Dynamics 365.

Easier said than done, right?

How does a company pull off an integration on this scale? Is it merely a technical problem for developers? Or do you need more direct involvement to pull off a transformation like this?

We get to meet two people who faced that very problem in the case study below.


A New Approach: Project Reboot

Dr. Martens’ team identified early on that their long-term business goals were not possible with their legacy applications. After the transition to Dynamics 365’s Finance and Operations, the company gained entirely new business insights in a single, unified view across eCommerce and retail.

D365 “FinOps” is designed for agility and efficiency within supply chain operations. As a product retailer, Dr. Martens experienced significant demand shifts throughout the year—especially Prime Day, Black Friday, and Singles Day. With so many orders flowing through Dynamics 365, Dr. Martens needed complete assurance that any integrations would be flexible enough to accommodate these shifts.

The new integrations delivered: They provided more visibility and control over Dr. Martens’ supply chain, optimizing that variable throughput so the company can deliver modern retail experiences to customers—anywhere, anytime—even on Black Friday.

Champion Support at Every Stage

So, how did Dr. Martens pull this off?

One pillar was strong external and internal support. Several key stakeholders stand out in Jackie Reid, the Program Lead for Project Reboot, and Andrew Donnell, a Project Reboot Solutions Architect, for making their tech follow in the brand and strategy’s footsteps.

The case study shows how these brand champions understood the deeper need behind the implementation and how new processes would help them connect more directly to their consumers across online, mobile, and in-store experiences.  It took tech (Andrew) and brand awareness (Jackie) to solve for Black Friday ecommerce demand spikes with cutting-edge cloud integration tools that could scale perfectly with demand. 

Deployments of this magnitude don’t run on enthusiasm or momentary interest in implementation. They are long-form projects that need to be supported by stakeholders who can translate abstract data points and implementation steps into real value for the company.

Dynamics 365 was the platform that enabled their transformation, but this project team stands out for their human touch—they really internalized the impact that the system change would have on their customers, and Jackie’s vision (particularly!) is a great model for the brand story your project should tell.