Schuh Case Study


Footwear retailer Schuh, launched in 1981, now have over 200 stores across the UK, with expansion into the US. Working with brands such as Dr Marten, Converse, New Balance and Nike, Schuh are one of the UK’s most recognisable branded footwear outlets with an omni-channel presence.

The UK Schuh stores had been increasing their use of Apple products in retail but were becoming increasingly frustrated with the lack of support they were receiving from their current IT provider.


The retail staff in the Schuh stores used iOS devices for lots of different functions such as ordering out of stock in store items online, checking stock levels in their own stores and communicating with Head Office. It was therefore imperative that they found an MDM provider that were on hand in a support capacity regularly.

Technical assistance and length of time taken to resolve issues also needed to improve.

DARE were also tasked with integrating the payment devices across Schuh’s business, which would allow the company to deliver a seamless customer experience in store.


Originally a recomendation from Apple, DARE collaborated with Caroline Robertson and her Operations team. Together they discussed how DARE would develop a bespoke solution to increase IT support and streamline Schuh’s processes for the Apple devices using Jamf.

The solution was then rolled out as a trial in a couple of stores across the UK. Engineers were onsite to support the stores with the new devices, staff training and any technical queries.

After the trial, Schuh were impressed with the level of technical support given by DARE. They invested in Jamf, as well as other applications such as iScan and mobile payment devices, all designed to make it easier for customers to browse and buy without queuing.

Caroline Robertson, Store Systems Manager at Schuh, said: “We’re trying to move away from physical cash desks so we can create space for additional products in our stores and deliver a more personal service for the customer. These devices are really important to us so it’s vital we’re able to monitor and manage them effectively. We needed a robust software management tool which allows us to track the movement of these devices and how they’re being used.” DARE also provided an internal platform that Schuh staff can use to access information on each device remotely.


DARE rolled out the mobility solution to over 2000 iPods across all 200 stores in the UK and this can already be seen being used locally in Schuh stores and still manage the systems for the client.

Ultimately, the service received by Schuh from the team at DARE secured the long term partnership. Caroline said,

The service we have received from DARE has been first class from the outset. They took the time to fully understand the issues we were facing and worked with our technical team to deliver the right solution in the tight time scales we had.” She added: “Working with DARE on this UK wide project is the best decision we could have made“.

“Working with DARE on this UK wide project is the best decision we could have made”

– Caroline Robertson, Store Systems Manager