Burton Snowboards makes jump to mobile store operations

A vertical retailer of snowboarding products is now fully running store operations on iPhones. 

Burton Snowboards has completed implementation of the cloud-based NewStore omnichannel platform across all of its global stores. Begun in February, the rollout unifies order management, checkout, “endless aisle” inventory access, and clienteling for iPhone access, with direct integration into Salesforce Commerce Cloud. 

Equipped with mobile POS and inventory and fulfillment solutions available on iPhone apps, the snowboard company’s store associates intend to offer a more intuitive front-end experience. The NewStore platform’s integration into Salesforce Commerce Cloud provides Burton with a single, unified view of its e-commerce and store operations at both the retail and corporate headquarters levels.

Specific functions Burton is now performing across its enterprise via iPhone include omnichannel order brokering, mobile checkout, endless aisle inventory checks, clienteling, store fulfillment, and inventory management.

“With NewStore, we have completely transformed the way we run our stores. Our associates are able to give customers the best possible experience with customer, product, and inventory data at their fingertips,“ said Josee Larocque, senior VP, DTC & digital transformation, Burton Snowboards. “As we reopen stores in North America following the COVID-19 pandemic, they will all run on NewStore — a strategic roadmap item in our plan to focus on our direct-to-consumer business and the omnichannel customer experience in 2020 and beyond.”

There are 66 Burton stores around the world including flagship, outlet, and partner stores.  Burton is also available in thousands of wholesale dealers around the globe.