In an effort to embrace omnichannel retail strategies and further engage its customers, UGG Australia opened its first technology concept store this month in a Washington D.C. suburb.
As part of the initiative, UGG Australia is deploying RFID technology that enables consumers to view digitally triggered content on four 65-inch HD touchscreens throughout the store. The screens display product information and style tips about products chosen by the consumer, as well as videos, pricing information and suggested complementary products.
Consumers can send themselves SMS texts with a product link directly from the HD screens. Deckers Brands, UGG’s parent company, partnered with Control Group, a New York-based technology and design consultancy, to create the frictionless and interactive intelligence solutions driven by the RFID tags embedded in products.
“Omnichannel isn’t just a catchphrase for Deckers; it’s an integral part of our culture of innovation and our retail strategy – one that we’ve made investments in for more than five years now – to engage with our consumers with respect to their preferred shopping channel,” says Dave Powers, president of omnichannel for Deckers Brands. “That strategy is on full display at the UGG store, where we are merging the best of digital and physical shopping experiences, and setting the foundation for future omni capabilities across our brands.”
The new store serves as Deckers’ second “Innovation Lab.” The first, Deckers’ showcase store in Santa Barbara, Calif., exists to test the latest omnichannel models, merchandising approaches and other innovations that may be deployed across company-owned retail locations.
By introducing elements of online shopping at the 2,100 square foot brick-and-mortar store near Washington D.C., UGG allows its shoppers to gain access to the nearly 230 SKUs on display, as well as Infinite UGG products – an “endless aisle” of merchandise not found in the store. The product assortment is further heightened by two popular UGG customization programs:
– The “UGG By You” program places the consumer in control of the design process to make their mark on five classic styles – Classic Mini, Classic Short, Bailey Bow, Bailey Button and Fluff Flip-Flop.
– The “Bling It On” program enables consumers to transform their coveted UGG® staples through a selection of dazzling Swarovski® crystal patterns and statement-making looks.
UGG sales associates will be equipped with iPads to attend to product questions, provide customer service support, and complete e-commerce purchase transactions for items not available on the sales floor. In addition, consumers will have access to free Wi-Fi while shopping so they can connect with their social channels and share their shopping experiences.
Transactions of in-stock merchandise will be completed on tablets – these are minimal cash wrap solutions created to re-configure the store layout and showcase even more UGG® brand products.
The UGG®store is located on the first floor of Tysons Galleria, an upscale shopping center in McLean, Va., about 20 minutes from the nation’s capital.