Deckers Brands has opened its first 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, CA area – to test the latest Omni-Channel models, merchandising approaches and other innovations that can be deployed across Company-owned retail locations.
The 2,110 sq. ft. store underscores Deckers’ commitment to delivering compelling products through seamless shopping experiences. Its luxurious aesthetic is 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. 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 Swarovski crystal patterns. The Company is also introducing radio-frequency identification (RFID) technology that allows consumers trying on merchandise 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 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 frictionless, interactive intelligence solutions incorporated into the RFID tags and touchscreens. 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 – minimal cash wrap solutions created to showcase more UGG brand products.