UGG strengthens omnichannel approach with new technology-driven concept store in D.C.
GOLETA, Calif. — Deckers Brands has announced the grand opening of its first-ever UGG Australia technology-driven concept store, located in the Washington, D.C., metropolitan area.
The new store serves as Deckers' second "Innovation Lab" — the first being the company's Brand Showcase store in the Santa Barbara, Calif., area — to test the latest omnichannel models, merchandising approaches and other innovations that can be deployed across company-owned retail locations.
"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. 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," said Dave Powers, president of omnichannel for Deckers Brands.
"UGG has successfully evolved into a year-round lifestyle brand with strong equity among consumers. We've been able to drive loyalty and engage with new consumers due in part to the emphasis we've placed on omni-channel as it provides new opportunities for us to serve them through their multi-platform shopping journey," said Connie Rishwain, president of UGG.
The 2,110-sq.-ft. store, now open to the public, features sleek, interactive digital enhancements. By introducing elements of online shopping into the physical brick-and-mortar store, Deckers is giving UGG consumers the opportunity to shop the nearly 230 SKUs on display, as well as Infinite UGG products — an "endless aisle" of merchandise not found in 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 UGG staples through a selection of Swarovski crystal patterns and statement-making looks.
The company also is introducing RFID technology that allows consumers trying on merchandise to view digitally triggered content on four 65-in. HD touchscreens throughout the store, including product information and options, style tips, videos, related marketing campaigns and suggested complementary products. Consumers can send themselves SMS texts with a product link right from the HD screens. Deckers Brands partnered with Control Group, a New York-based technology and design consultancy, to create the interactive intelligence solutions incorporated into the RFID tags and touchscreens.
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. When the consumer's journey moves from the sales floor to the checkout, transactions of in-stock merchandise will be completed on tablets — these are minimal cash wrap solutions created to reconfigure the store layout and showcase even more UGG brand products. Select Infinite UGG orders can be shipped overnight for free or picked up in-store.