Case Study: Deckers Brands
Deckers Saves Cyber Monday Sales with Tag Management
On one of the biggest shopping days of the year, Deckers faced a virtual nightmare: a faulty advertising tag began to wreak havoc on its online network.
Challenge
An advertising tag began causing intermittent 10-second delays across its entire e-commerce network
Solution
Deckers used the Tealium iQ™ tag management system to immediately disable the offending tag on its main web site, UGG® Australia
Result
Deckers saved 100 percent of the orders on its main web site, avoiding what could have been a disastrous situation
A Rogue Tag Wreaks Havoc on Cyber Monday During Cyber Monday—famously known as the biggest online shopping day of the year—Deckers experienced a virtual nightmare when one of its online advertising tags went down, wreaking havoc on the performance (page load speed) of its entire e-commerce network. Deckers had never experienced a delay or previous issue with that particular ad tag before, but the massive amount of online traffic caused the tag to fail completely. This resulted in 10-second delays on all of its e-commerce sites – with the exception of one web site – impacting traffic and conversions on one of the most important days of the year.
Tealium Helps Mitigate Tag Performance Risk
Deckers was very early into its implementation with Tealium iQ, and had deployed the tag management system on only one web site at the time: UGG® Australia. As soon as Deckers discovered what was happening across its sites with the advertising tag, the marketing team logged into Tealium iQ’s web-based interface and quickly turned off the malfunctioning tag on its UGG site, ensuring optimal page load performance. Each digital marketing vendor tag within the Tealium iQ interface can be switched on or off with the click of a mouse. This was a huge relief to the Deckers team, since it took hours to manually remove the faulty tag, with IT assistance of course, from their other web sites that hadn’t yet implemented the solution yet.
Deckers Saves 100% of Orders on UGG Australia
While Deckers had to scramble to remove the faulty advertising tag from most of its e-commerce sites, the marketing team quickly prevented the tag from loading on the UGG site. This enabled the company to retain 100 percent of its orders for the day on that particular site. Tealium iQ not only simplified the process of managing tags for Deckers, but also enabled them to adjust quickly to unexpected circumstances. Following the incident, Deckers quickly finished deploying Tealium iQ across its entire network. The company learned a lot from its experience, said Nick Smotek, interactive development manager for the company. “The holiday season is responsible for a large part of our business. One of the key lessons we have learned from years past is to make sure we add all third-party integrations to our site in a way that will prevent them from having an ill effect on our sites. We use Tealium as a way to do this,” said Smotek. About Deckers Brands Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The company’s portfolio of brands includes UGG®, I HEART UGG®, Teva®, Sanuk®, Ahnu® and HOKA ONE ONE®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, 138 company-owned and operated retail stores, and select online stores, including company-owned websites. Deckers Brands has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally. For more information, please visit www.deckers.com.
