Inside Clarks’ Bold Digital Transformation: A Conversation with CIO Simon Clarke

On a recent episode of the OFFBounds podcast, host Paula Macaggi sat down with Simon Clarke, Chief Information Officer at Clarks, to uncover the story behind the iconic shoe brand’s massive digital overhaul. As a company with nearly 200 years of history, Clarks has long been cherished for its quality and tradition. But Simon was brought in to tackle something entirely new: leading a complete digital transformation in just 18 months—a huge undertaking for any business, let alone one as established as Clarks. Simon took on this challenge, blending cutting-edge technology with Clarks’ classic values to create a more connected, customer-centered experience.

When Simon joined, Clarks’ digital infrastructure was outdated and fragmented, especially across its global markets. While the UK operations were somewhat unified, other regions like the U.S. were isolated, creating an inconsistent customer experience. Simon’s mission was to bring these channels together using a “composable” technology approach, allowing Clarks to quickly adapt to customers’ needs without starting from scratch. “It was like moving from an old Nokia to an iPhone,” Simon shared, emphasizing that every change aimed to enhance the way customers experience Clarks, both online and in-store.