For over a century, Red Wing Shoes has been a trusted name in durable, USA-made footwear and apparel. With operations spanning 110+ countries and a growing retail and e-commerce presence, Red Wing faced challenges managing fragmented customer data across systems. By partnering with Semarchy, the company consolidated over 9 million customer records into a single golden record, empowering its teams with accurate, actionable insights to better serve customers.

As Red Wing Shoes expanded globally, the company recognized the need for a unified data strategy to improve customer relationships and operational efficiency. Their main challenges included:

Fragmented Customer Data Across Platforms
Multiple records for the same customer existed across retail stores and e-commerce platforms, making it difficult to understand customer history and behaviors.

Inefficient Data Management Processes
Manual processes and duplicate records hindered effective decision-making and increased operational costs.

Limited Data Visibility
Customer data was siloed across systems, preventing teams from understanding purchase history, preferences, and engagement in a unified way.

Inaccurate Reporting and Analytics
Unorganized data made it nearly impossible to generate reliable insights for marketing campaigns and business decisions.

Red Wing Shoes partnered with Semarchy to implement a collaborative Master Data Management (MDM) platform to unify their global customer data. The strategy focused on:

• Creating a Golden Record for Every Customer: Semarchy consolidated over 9 million customer records into single, accurate golden records, eliminating redundancy and ensuring system consistency.
• Empowering Business Units with Real-Time Data: The Unified Data Platform gave marketing, sales, and customer service teams real-time access to accurate, actionable customer data.
• Enabling Self-Serve Business Intelligence: Business decision-makers could now leverage self-serve BI tools to explore data, uncover relationships, and ask critical questions to drive growth.
• Supporting Future Innovation: Red Wing Shoes built a foundation for ongoing projects, including deploying a new POS system and enhancing their wholesale B2B2C operations.

The implementation of Semarchy’s platform delivered measurable results for Red Wing Shoes, revolutionizing their approach to data management:

• Unified 9+ Million Customer Records: Consolidated disparate data into golden records, providing comprehensive visibility and real-time insights for all customer histories, preferences, and purchase behaviors.
• Eliminated Redundancy Across Systems: Streamlined data management, reduced operational costs, and enhanced reporting accuracy.
• Improved Customer Relationships: Teams now engage customers with personalized offers and better support, improving brand loyalty and customer satisfaction.
• Future-Ready Data System: With clean and reliable data, Red Wing is well-equipped to implement new POS and e-commerce systems and expand into new markets.

By creating a centralized data hub with Semarchy, Red Wing Shoes continues to innovate, explore new marketing projects, and support its commercial divisions with high-quality, actionable data.