Dr Martens laces up for data-driven marketing blitz

Dr Martens, the brand behind the original “bovver boot”, is aiming to give its rivals a good kicking by implementing a new platform to support its global data and marketing operations strategy.

The new partnership with AI-powered customer data specialist Amperity is aimed at enabling Dr Martens to recognise and engage customers consistently across all channels, driving significant performance improvements.

The bootmaker recently said it was making “good progress” on its turnaround efforts, reporting a 3% rise in group sales on a constant currency basis to £267m in the 13 weeks to December 29, up from £260m.

Dr Martens will now tap into Amperity’s AI-powered identity resolution and insights platform across key global markets while ensuring privacy compliance.

The move comes at a pivotal time as the digital industry adapts to evolving privacy regulations and the approaching end of third-party cookies.

Dr Martens global digital director Lynn Ritson said: “We’re not just selling iconic boots, shoes, and sandals; we’re elevating retail experiences that exceed expectations.

“Selecting Amperity demonstrates our commitment to enhancing customer engagement with AI-powered personalisation. Initial results show we can better serve our customers across all touchpoints while driving business growth.”

Amperity general manager EMEA Matthew Biboud-Lubeck added: “Dr Martens’ partnership with Amperity marks a significant milestone in its digital transformation journey.

“In today’s evolving digital landscape, its proactive approach to enhancing customer engagement through our AI-powered customer data cloud will enable personalised experiences across all touchpoints while maintaining robust privacy compliance.

“This collaboration exemplifies how leading brands are using AI-driven solutions to build deeper customer relationships and drive sustainable growth.”