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UGG opens first high-tech concept store

Dec 5, 2014 United States
UGG opens first high-tech concept store
The new space is revealing of Deckers commitment to the Omnichannel consumer experience

A new 2 110 square foot store was announced as the first-ever UGG Australia technology-driven concept store, and is located in the Washington D.C. metropolitan area, at the first floor of Tysons Galleria, a premier upscale shopping center.

Revealing of Deckers' commitment to deliver their products to consumers through “seamless shopping experiences", the store was presented has having "luxurious aesthetic complemented by 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”.

Other features include the possibility to view digitally triggered content on four 65-inch HD touchscreens throughout the store, including product information and options, style tips, videos, related marketing campaigns, and suggested complementary products. Consumers will be able to send themselves SMS texts with a product link right from the HD screens. Sales associates will be equipped with iPads to attend to product questions, provide customer service support, and complete eCommerce 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

"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", stated 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", also commented said Connie Rishwain, President of UGG.

Image credits: Deckers, UGG

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