Wolverine Takes a Hybrid Cloud Enterprise Approach

Wolverine Worldwide transforms its data management and operations.

The Based in Michigan Vertical footwear and apparel retailer, which sells more than 70 million pairs of shoes and apparel annually to consumers worldwide, adopts Microsoft Azure Arc multi-cloud and on-premises management platform.

Azure Arc enables secure sharing of data and applications between on-premises hardware, a cloud, or multiple clouds (multi-cloud). As a result, Wolverine will create a hybrid cloud enterprise environment.

As part of this architectural upgrade, Wolverine Worldwide plans to increase personalization and customer engagement across its brand portfolio, which includes Wolverine, Keds, Sweaty Betty and Merrell. The company also intends to provide greater stock availability and faster shipping, along with other improvements.

With the help of Azure Arc, Wolverine brands are looking to test and deploy enterprise solutions faster, while decision makers and developers have access to expansive and accelerated data analytics.Over time, the company aims to offer product-specific information and individual recommendations when shoppers consider products, enabling more informed purchasing decisions tailored to individual tastes.

At the same time, Wolverine Worldwide is also transitioning to the cloud-based RISE platform with SAP ERP, running on Azure and the Microsoft cloud. The company will have access to a portfolio of SAP cloud-based services, solutions and tools through a single license.

As part of the company’s digital push, it will also invest in technology to strengthen the supply chain, modernize workforce practices and enable Wolverine Worldwide and its individual brands to grow or reduce production based on seasonal or market demands.

Efforts to modernize workforce practices include ensuring that employees can continue to share files, communicate and collaborate securely in the cloud, especially when working remotely. For example, using Azure Arc, Wolverine has helped employees start using data to make decisions, moving from hindsight to foresight with AI and machine learning.

These efforts are part of a larger technological transformation that Wolverine is beginning under the leadership of CEO and President Brendan Hoffman, who took over in January 2022.

“Think of one of our clients. Let’s call him ‘James.’ What do we know about James today? said Dee Slater, CIO Officer and Senior VP at Wolverine Worldwide. “We run our CRM platform, so we know what James has bought from us and if he has returned any items to us. But that’s about all we know.

“Going forward, as we build a data lake and customer data platform, we’ll run AI on that data, and we’ll know that James really likes the color blue,” Slater said. “And we will know that James is a hiker. So eventually, when James comes to our website or enters our stores, we’ll present him with blue hiking boots.

Wolverine has been working for some time to empower decision makers with enterprise data. In 2020, the company started integrating First Insight’s Voice of the Customer predictive analytics solution across its portfolio to gain near real-time customer insights to aid product development, assortment, pricing and marketing. products.

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