Burton Snowboards Transforms Retail Experience with NewStore Omnichannel Platform

NewStore enables Burton to run stores on iPhone apps; new features include mobile point of service with full customer profile and mobile checkout, store fulfillment and inventory management

NewStore, the essential omnichannel store solution, announced Burton Snowboards (Burton) is running its stores on the NewStore Omnichannel Platform. With a mobile point of service (mPOS) and inventory and fulfillment solutions available on iPhone apps, the snowboard company’s store guides 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 ecommerce and store operations at both the retail and HQ level.

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“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, Senior Vice President, 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.”

NewStore is the first cloud platform that delivers Omnichannel-as-a-Service. It 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 mobile point of service in the hands of associates means they can deliver personalized brand experiences through mobile checkout, endless aisle, store fulfillment, inventory management, and clienteling. Burton is using the following NewStore platform features:

  • Omnichannel Order Broker
  • Mobile Checkout
  • Endless Aisle
  • Clienteling
  • Store Fulfillment
  • Inventory Management
  • Salesforce Integration

“COVID-19 has had a major impact on the retail industry, accelerating the need for omnichannel and a more integrated digital strategy. 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,” said Stephan Schambach, Founder and CEO, NewStore. “As Burton reopens stores globally, it is able to serve customers safely and efficiently.”

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Burton is the world’s leading snowboarding company known for its fierce promotion of the sport. Founded by the late Jake Burton Carpenter in Vermont in 1977, today the brand designs and manufactures industry-leading products for snowboarding and the snowboard lifestyle, including snowboards, boots, bindings, outerwear, and layering as well as year-round apparel, packs/bags, and accessories. There are 66 Burton stores around the world including flagship, outlet, and partner stores.  Burton is also available in thousands of wholesale dealers around the globe.

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