Burton Snowboards unifies enterprise with an app

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Burton Snowboards unifies enterprise with an app

By Dan Berthiaume - 02/13/2020
Burton NYC store

A vertical retailer of snowboarding products is streamlining front- and back-end operations using iPhones.

Burton Snowboards is implementing the NewStore omnichannel platform in all of its 70 global stores. The NewStore platform unifies order management, checkout, “endless aisle” inventory access, and clienteling for iPhone access, with direct integration into Salesforce Commerce Cloud. 

As a result, Burton will be able to seamlessly manage e-commerce, CRM, transactions, store operations, and inventory using iPhones. The company intends to achieve benefits such as streamlined checkout, personalized experiences on the store floor, and efficient management of order routing on the back end, all while using the same iPhone app. 

“Burton is consumer-centric. We sustainably design, strategically manufacture and extensively test all products with our customers and the snowboard lifestyle in mind,” said Josee Larocque, senior VP, Operations, Burton Snowboards. “When it comes to our brand experience, it’s no different. We’re working on a complete digital transformation for 2020, and launching the NewStore platform is a critical piece of this journey. On the mountain or off, our customers will have the best experience possible.”