The German shoe retail chain Deichmann SE, headquartered in Essen, now runs its online and omnichannel business together with Scayle, the B2B unit of About You Holding SE. The reason for the change was Deichmann’s desire to reduce the complexity in a system with different IT architectures, numerous brands, country responsibilities and stakeholders. Deichmann operates around 4,600 branches in 31 countries and a total of 41 online shops, including those of the Ochsner Sport and Snipes brands. These are currently being converted to Scayle’s commerce technology as part of a major transformation project. Just six months after the start of the project last fall, the first migrated country shops in the Czech Republic and Slovakia went live in May 2023.
When implementing the new commerce solution, Deichmann places a special focus on the areas of internationalization with local UX, loyalty, omnichannel applications and marketplace functionalities. In addition, the Deichmann Group with its branch network has special requirements in the field of omnichannel. The development of the front ends is still the responsibility of the Deichmann teams.
Severin Canisius, CIO and Executive Board Member at Deichmann explains: “By switching to the commerce solution from Scayle, we can standardize the IT architecture of our brands and countries and use synergies. The brand experience benefits from the close integration of online and offline services. With Scayle as the platform basis, we are sure that we can quickly use synergies across national borders in omnichannel and make our customers happy across all channels. We are very satisfied with the constructive cooperation with Scayle and see the quick go-lives in the Czech Republic and Slovakia as confirmation that we have embarked on the right path.”
As an offshoot of About You, Scayle uses its own expertise and enables brands and retailers to set up an international D2C business based on modern commerce technology. More than 140 shops use Scayle, including brands such as s.Oliver, Fielmann, Edited and Marc O’Polo.