Burton Connecting the Dots in Its Omnichannel Platform

Lisa Johnston
Editor-in-Chief, CGT
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Burton Snowboards is unifying its retail platforms as part of its digital transformation for 2020.

The winter sports giant is implementing NewStore’s Omnichannel Platform in all of its stores to connect into Salesforce Commerce Cloud. This will provide Burton with a single unified platform to manage e-commerce, customers, transactions, store operations and inventory management, allowing it to streamline checkout, create personalized experiences on the store floor, and efficiently manage order routing on the back end.

 Burton operates 70 stores around the world that sell its snowboards, boots, bindings, apparel, packs/bags and accessories.

"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, Burton senior vice president, operations. "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."

Burton will leverage the solution’s omni order management, mobile checkout, endless aisle and clienteling features, all of which are delivered through an iPhone app.

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