UGG Washington concept store opens RFID and other technologies to enhance in-store experience
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Australia’s UGG first technology-driven concept store opened in the downtown area of Washington, D.C. earlier this month. The new store is equipped with an interactive digital signage screen, providing consumers with the ability to customize their favorite style.
The Deckers brand, the parent company of UGG Australia, opened a full-scale experience store in Tysons Plaza Shopping Center as Deckers’ second “innovation laboratory” to test-run this new multi-channel approach, sales method and innovation, the first for the company The brand’s showcase store is in Santa Barbara, California, which can be deployed in all company retail stores.
“All-round is not only the slogan of Deckers, it is also an important part of our innovation culture and retail strategy, aiming to interact with consumers in the way they like to shop. We have invested in this. For more than five years, this strategy has been fully demonstrated in UGG’s experience store. This is our best digital and physical store shopping experience, laying the foundation for the brand’s comprehensive capabilities in the future.” said Dave Powers, president of Deckers. Say.
The company said: The 2110-square-foot store is now open to the public and aims to emphasize Deckers’ commitment to providing consumers with convincing products through a seamless shopping experience. The beauty of the store is enhanced through these interactive digital deployments, with the goal of introducing elements of online shopping into the physical store experience. This store provides shoppers with the opportunity to access 230 products in stock and “Unlimited UGG” products on the display, which is an “endless channel” that you will not find in the store. This product category is managed by two UGG custom programs:
“UGG By You” program: to control the entire design process of consumers, you can use five classic styles of UGG;
“Bling It On” program: Consumers can change their choices through the model and appearance of Swarovski crystals;
The store also includes radio frequency identification technology, allowing consumers to try on products and access digitally generated content on four 65-inch high-definition touch screens throughout the store, including product information and options, style tips, videos, related marketing activities, and suggested packages product. Consumers can send SMS text messages to their mobile phones via the product link on the high-definition screen. The Deckers brand collaborated with the New York technology and design consulting firm Control Group to create this integratedRFIDInteractive solutions for labels and touch screens.
The Washington Post recently visited this new store and found that when shoppers could not find the right color in the store, they would search online through the touch screen. “I can read these introductions, look for different colors, and I can check things by myself without the help of others,” said Eva Burns of Harrisonburg, Virginia.
According to the company’s announcement: UGG sales staff will be equipped with iPads to provide customers with support services related to product problems, and complete e-commerce purchase transactions for items that are not provided in the store. In addition, consumers will receive free Wi-Fi services while shopping, so they can link with their social channels and share their shopping experience. When consumers go to checkout, the inventory of goods will complete the transaction on the tablet, and then through unlimited UGG orders can choose to ship for free or pick up in the store.
“We found that consumers in the SAR are very tech-savvy, and for us this is a great opportunity to test our digital capabilities. We think this will be a great way for customers to get a more complete shopping experience, by providing All of their information is generally online, and we can create a more comprehensive shopping experience.” Charlie Miller of the Control Group told the Washington Post reporter.
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