By Natalie Mortimer

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 Read full story ›

Source: The Drum