UGG Introduces Interactive Signage to New Concept Store
The first-ever UGG Australia technology-driven concept store opened in the Washington, D.C., metropolitan region, with interactive digital signage touchscreens and the option for customers to create their favorite styles.
Deckers Brands, the parent company of UGG Australia, opened an omnichannel experience store in the Tysons Galleria shopping center to serve as the company's second "Innovation Lab" — the first was a brand showcase store in the Santa Barbara, California area — to test new omnichannel models, merchandising approaches, and 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," said Dave Powers, president of omnichannel for Deckers Brands, in the announcement. "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 2,110-square-foot store is now available to the public and is intended to demonstrate Deckers' dedication to providing consumers with engaging items through seamless shopping experiences, according to the firm. The store's appearance is enhanced by interactive digital upgrades that are meant to bring aspects of internet buying into the real store.
The store features approximately 230 Storage Keeping Units (SKUs), as well as "Infinite UGG" products, which are a "endless aisle" of merchandise not available in-store. Two UGG personalization programs additionally add to the product selection:
Consumers trying on clothes can 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, thanks to the store's use of radio-frequency identification technology.
From the HD screens, customers may send themselves SMS texts with a product link.The interactive intelligence solutions embedded within the RFID tags and touchscreens were developed in collaboration with Control Group, a New York-based technology and design firm.
According to the corporate statement, UGG sales associates will be outfitted with iPads to answer product questions, give customer service support, and process e-commerce purchase transactions for goods not accessible on the sales floor.
Furthermore, customers will have free Wi-Fi access while shopping, allowing them to connect with their social media accounts and share their shopping experiences.
Transactions of in-stock merchandise will be completed on tablets as the customer's journey advances from the sales floor to the checkout, and chosen Infinite UGG orders will be shipped overnight for free or picked up in-store.
One of the primary problems of these kinds of in-store technology installations, according to Control Group’s Charlie Miller in the newspaper story, is making the experience as frictionless as possible, so customers don't regard utilizing touchscreens or mobile apps as additional work for them.
"The technology should do its role without the customer even realizing it," he said. "We see this as the first step in a new retail experience that's powered by technology."