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Footwear, clothing, and accessories company Deckers recently deployed in McLean’s new UGG storeRFIDsystem. This month, the 2110 square foot store opened in Tysons Square. The company has installed RFID tags on the soles of the shoes so that consumers can view the product-related information on the RFID touch screen when they try them on. The solution was jointly developed by Deckers and the New York technology company Control Group.
If the pilot is successful, the system will be applied to other Deckers stores. At the same time, the project is part of Deckers’ omni-channel retail plan.
In March of this year, Deckers established an innovation laboratory at its California headquarters. At present, the company has opened UGG, Teva, Sanuk and Hoka One One brand display stores. In these stores, Deckers not only displays and sells the latest products, but also tests new technologies and sales methods to improve omni-channel solutions. Dave Powers, head of Deckers omni-channel, said RFID testing is part of it.
McLean’s UGG store only sells UGG products. The Goleta store focuses on providing consumers with an omni-channel, high-tech shopping experience. The UGG store RFID solution includes a 65-inch high-resolution touch screen equipped with an UHF RFID reader to display information such as shoe styles, color options, and videos.
Powers said the company’s goal is to provide consumers with a seamless online shopping experience.
The company installed Impinj Speedway Revolution RFID readers with built-in antennas on the floor in front of each touch screen in the store. The staff also attached RFID tags with built-in Smartrac MiniWeb inlays to the shoes and used Zebra ZD500R RFID printers to encode them.
Control Group Charlie Miller said that the label installed on the sole has a unique ID number, and the label contains information such as product model, size, color and style. When consumers try on shoes in front of the RFID floor,ReaderThe tag ID number will be automatically read and transmitted to the Control Group software. Then, the software will control the touch screen to display the product’s information.
Consumers can also install touch screen prompts to share these product information via SMS. In this way, regardless of whether the consumer has purchased the product, he can view the detailed information of the product. Managers can also redesign the store’s visual effects and other conveniences based on the data collected by RFID.
At the same time, consumers can also use the iPad in the hands of the waiter to view more information about the product. In addition, consumers can also make purchases online.
According to Powers, the store has 230 different products, and consumers can use the employee’s iPad to view the detailed information of any item. All items ordered online will be shipped free of charge.
Powers said: “We believe we will get a lot from this technology. We can use it to provide an online shopping experience. Consumers can also know what they really need.”
Currently, the store is studying other applications of RFID technology. Miller said: “The shoe rack will also use a touch screen with a built-in RFID reader to display the inventory of goods.”
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