Ugg’s new high-tech store includes RFID-enabled touchscreens

Goleta, Calif. — Ugg Australia, a division of Deckers Brands, has taken its omnichannel commitment to a new level with the opening of its store in Tysons Galleria, McLean, Va. The technology-driven, 2,110-sq.-ft. store features the latest in omnichannel solutions and RFID innovations that combine to make for a more seamless and connected customer experience.



The store integrates elements of online shopping into the physical space, allowing customers to browse and purchase the nearly 230 SKUs on display as well as the expanded selection of UGG products that are available online. Shoppers can customize products via a program that allows them to make their mark on five classic styles. They can also transform products through a selection of dazzling Swarovski crystal patterns and statement-making looks.



The store is outfitted with radio-frequency identification (RFID) technology that allows shoppers 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 partnered with Control Group, a New York-based technology and design consultancy, to create the interactive intelligence solutions incorporated into the RFID tags and touchscreens.)



In addition, sales associates are equipped with iPads to answer product questions, provide customer service support, and complete E-commerce purchase transactions for items not available on the sales floor. Transactions of in-stock merchandise are completed on tablets. The minimal cash wrap solutions are created to re-configure the store layout and showcase even more products. Select orders can be shipped overnight for free or picked up in-store. Customers also have access to free Wi-Fi while shopping.



"Omni-Channel 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," said Dave Powers, president of omni-channel for Deckers Brands.