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.
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