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Hell for Leather: How Unified Communications Kick-started Dr Martens

In this unified communications case study discover how the introduction of a unified communications system enabled historic brand Dr Martens to reverse failing fortunes, enable global communication and even increase their revenue.  

2008 and systems are failing

In 2008 the iconic Dr Martens brand was struggling, cash strapped and unable to update its rapidly aging telephony system. Its communication systems were, in fact, getting to a point where their inefficiencies were going to start costing the brand money.

Then in 2010 part of its communications systems in the US failed totally, a failure that nearly cost the 100-year-old company its existence.


The move towards unified communications

As a result of this communications failure Dr Martens quickly implemented a temporary solution on a small scale. However the business benefits of this new system soon became clear and the company looked to move to a more permanent solution to its communications woes.

Dr Martens chose to implement a unified communications system throughout its global operations. This meant that the company were able to link the UK headquarters with the design and manufacturing teams around the world as well as to all of its 730 retail stores worldwide.


Business benefits to Dr Martens

As a result of the implementation of a unified communications system throughout the company call costs plummeted and instant communication became feasible and affordable.

Warehouse operatives who would formerly have had to go back to the office if they couldn’t find an order can now use their mobile handsets to connect with the wider company. Staff in shops can keep in touch with each other more easily meaning they can focus on the customer for longer. Office staff can contact anyone throughout the company on their mobile, regardless of where they are in the world, by simply dialling a four digit number.

Thanks in-part to the implementation of this unified communications system Dr Marten’s is now recording turnovers of $250 million and expecting to increase this revenue to $400 million in the next three to five years.


Some further benefits of unified communications

As this case study shows the implementation of a unified communications system enabled Dr Martens to reverse its flagging fortunes in its niche market. However in addition to measurable business benefits such as the reduction of telephony costs unified communications systems can also lead to ‘softer’ business benefits such as improving the impact of marketing campaigns and fostering alignment between Sales and Marketing by enabling collaboration through communication. Research shows that the ability to communicate with ease, anytime, anywhere, can improve the Marketing handoff, reducing the estimated 80% of Marketing leads ignored by Sales and increasing the value able to be extracted from Marketing’s activities by 208%.


  • A unified communications platform slashed Dr Martens telephony costs
  • The platform enabled Dr Martens workforce to communicate with each other with ease
  • Thanks in-part to the implementation of a unified communications platform Dr Martens is expecting its revenue to reach $400 million

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About the author

Helen Lancaster, has a career spanning 18 years in the IT and Telco sectors spending time at Canadian giant Nortel Networks, US manufacturer Avaya and UK Telco Kcom. Her roles over the years have included various commercial positions in sales and marketing - including four years in Madrid in Spain - leading to her current position of Head of Marketing for Northern Europe at Arkadin. Helen has a passion for data, and all things digital.

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