Red Wing Shoes strides forward in the e-commerce space

Mary Connors

Selling in e-commerce to top corporate officers while navigating the complexities of channel disputes and incentive alignment are the two top challenges B2B digital executives face.

E-commerce channel conflict is a big challenge for Red Wing Shoes, the 115-year-old manufacturer of iconic work boots.

Marc Kermisch, vp/CIO, Red Wing Shoes

“We operate in just about every channel you can imagine. We have some 700 retail stores,” said Marc Kermisch, vp/CIO for the privately-held company, during a panel discussion – entitled “Selling E-commerce to the C-suite” – at the B2B Next conference in Chicago.

More specifically, the Red Wing, Minnesota-based organization distributes its high-quality footwear and safety products to more than 110 countries via a spaghetti bowl of channels including:

  • 700+ authorized retailers, from Nordstrom to Bass...

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