R.M.Williams Transforms Their Online Experience with Tryzens

R.M.Williams take customer experience seriously. For the last 90 years, they have been hand crafting their bespoke products and it was no different when it came to their online experience. In its nine decades of existence, R.M.Williams has become one of the best-known – and best-loved footwear brands in the world.

Originally built for the men and women of the rugged, unforgiving Australian outback, our iconic one-piece-leather boots have gone on to grace the feet of millions of people, including some of the most famous on the planet.

Since partnering in 2018, we have been working with them to create the best possible experience, powered by Salesforce. In 2021, it was decided that in order to better serve the customer, R.M.Williams needed to embark on a digital transformation project that would allow them to create more intuitive experiences that flowed across all channels and created a sense of familiarity.

The transformation project involved an upgrade to Commerce Cloud’s SFRA as well as the implementation of Service Cloud, Service Cloud, Marketing Cloud and Newstore as well as third party technology from Cloudinary, Adyen, Shippit, Tealium, Avalara and Cycleon.

The newly engineered tech stack not only gives them a consistent view of the customer and the best experience, but also replaced 30+ systems that were previously used, giving the team more flexibility and less day-to-day maintenance and processes.

After launching their new offering in 2022, R.M.Williams have seen a 34% increase in online revenue and a 176% increase in revenue from email campaigns.


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