Burton Snowboards Adds Mobile Point of Service to Re-Opening Stores

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Burton Snowboards Adds Mobile Point of Service to Re-Opening Stores


Burton Snowboards (Burton) is transforming the way it runs its brick-and-mortar locations as they reopen. 

The retailer, which has 66 Burton stores around the world, is using the NewStore Omnichannel Platform to run its stores on iPhone apps. With a mobile point of service (mPOS) and inventory and fulfillment solutions available in apps, the snowboard company’s store associates will benefit from a more intuitive front-end experience. The NewStore platform also connects into Salesforce Commerce Cloud, allowing Burton a single unified view of its e-commerce and store operations at both the retail and HQ level.

“With NewStore, we have completely transformed the way we run our stores. Our associates are able to give customers the best possible experience with customer, product, and inventory data at their fingertips,” said Josee Larocque, SVP, DTC & Digital Transformation, Burton Snowboards. “As we reopen stores in North America following the COVID-19 pandemic, they will all run on NewStore — a strategic roadmap item in our plan to focus on our DTC business and the omnichannel customer experience in 2020 and beyond.”

The solution integrates customer, transaction, and inventory data with an omnichannel order broker, and makes that data available in real-time on intuitive store associate apps. A complete mPOS in the hands of associates means they can deliver personalized brand experiences through mobile checkout, endless aisle, store fulfillment, inventory management, and clienteling.

“COVID-19 has had a major impact on the retail industry, accelerating the need for omnichannel and a more integrated digital strategy," said Stephan Schambach, founder and CEO, NewStore. This was a vision and a plan already set forth by Burton as part of its 2020 digital transformation, and the timing couldn’t be better for us to go live. As Burton reopens stores globally, it is able to serve customers safely and efficiently.”