While operating several retail stores in Hong Kong, local ecommerce sales were done via marketplaces. Wanting to offer customers a direct brand shopping experience,, Dr. Martens aimed to launch a DTC ecommerce store to maintain full control over their customer journey, and unique brand experience. 

Wave Commerce had the immense pleasure of working with the Dr. Martens team to support their DTC strategy, and Shopify Plus store build! With a heavily customized Shopify theme, the store experience reflects the essence of Dr. Martens’ distinctive brand. 

Living and breathing Docs: Mobile-friendly, customer-centric UI and UX

More than just boots! Dr. Martens offers an extensive product range of men’s, women’s, and kids' footwear, as well as bags, accessories, and a comprehensive range of shoelaces for customers to truly express themselves with their own unique twist. It was crucial to ensure customers (especially the tech-savvy gen-z and millennials with extremely high digital experience standards) can navigate products intuitively, across unique filters like platforms, sole type, and silhouette, etc - not just color or size. 

“One of the nice things about Dr. Martens is they have a lot of excellent content, like how to wear-in the leather, re-lace, protect the boots, and such, and we worked closely with Dr. Martens to ensure that this content across all their products and articles could be localized effectively for HK consumers, optimized for search performance and the customer experience you’d expect from an internationally renowned brand”

- Yami Lei, Senior Digital Manager, Wave Commerce

Hong Kong customers can now order their signature favourites through a beautifully designed and immersive brand DTC experience!