Ugg parent company Deckers opens “innovation lab” store in US
Deckers Outdoor, parent company of shoe brand Ugg Australia, has opened its first “Brand Showcase” store as it looks to improve its omnichannel customer experience. Situated next to the company’s California-based headquarters, the flagship store, which opened last week, will serve as an “innovation lab” to continually test new technologies and merchandising approaches. "Our new store will serve as the showcase for all of Deckers' brands and our expression of next generation retail. With the launch of this innovation lab we're better able to listen to customers' feedback, make product and service adjustments more efficiently, and heighten the overall customer experience," explained Dave Powers, president of omnichannel for Deckers. "Shop in store using iPads, customise your product, order online, ship direct to your home free of charge or pick up in store. Whatever the preference, our goal is to align our capabilities to customer demand and help drive customer loyalty." The new store is the first location to feature all seven of the company’s brands in one space, which also includes adventure wear brands Teva and Hoka One One. Earlier this month John Lewis launched a technology incubator, ‘JLab’, to develop technological innovations to improve consumer experience. The lab will see five start-up companies work with John Lewis and Marks between June and September this year, where they will be given the support to develop their products and solutions.