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Shoe Retailers Focus on In-Store Technology at Westfield World Trade

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Aldo, Camper, Cole Haan, Lacoste, L.K. Bennet, Skechers, Sam Edelman, Stuart Wetizman, Under Armour, Ugg and Vince Camuto are among the roster of footwear brands with new stores in the Westfield World Trade Center, also known as the Oculus, in New York City.

The retail center celebrated its grand opening last week with a VIP event and performance with multi-Grammy Award winning singer John Legend.

Designed by acclaimed Spanish architect Santiago Calatrava, the futuristic Oculus was built as the new transportation hub for the World Trade Center and has quickly become an iconic feature of the campus.

Retailers hope the impressive design of the Oculus will attract commuters and tourists to their new locations. In a press release, Skechers President Michael Greenberg, said, “The center’s new stores read like a who’s who list of iconic global brands—and we’re thrilled to take part in this huge retail phenomenon. Consumer interest is already tremendous, the foot traffic will be massive, and we can’t wait to welcome the swarms of locals and tourists who will be walking this center every day.”

Skechers, located on the main level of the shopping complex, debuts one its most modern retail locations at the Oculus. The store combines black granite-tiled floors, large-scale graphics and state-of-the-art audio/video presentations and LED-lit shelves. The store offers the complete range of women’s and men’s product, and a product-filled Kids Fun Zone for children.

Aldo tapped Kinetic Commere, a comprehensive mobile commerce and connected store platform, to roll out a more seamless experience at the new Westfield World Trade Center locale.

Through the platform, customers can use their own smartphones to instantly check for current in-store availability based on style, size, color and silhouette; view lifestyle content for fashion inspiration and recommendations; and request try-ons from sales associates. The store also features iPads and “endless shelf” screens that shoppers can use without their phones.

“Unifying the physical and digital retail experiences brings new life to stores,” said Kinetic President and Chief Innovation Officer David Dougherty. “The Aldo Connected Store at Westfield World Trade Center combines the tactility and immediacy of physical retail with the speed, intelligence and personalization of the online experience. That’s where retailers new and old need to focus their attention and quickly—before the new customer passes them by,” he said.

Following step with the super modern interior of the Oculus, Cole Haan’s new flagship features bright natural lighting and a neutral color palette accented with a large scale marble mosaic pattern in the front foyer and herringbone wood floors throughout. The store is relying heavily on Mobile POS, expecting to execute more than half of all transactions on the fast and seamless devices.

Living up to its fast-paced New York roots, the brand is making Uber easily to available to customers via the Cole Haan store locator page. With this feature, customers can request an Uber to take them directly to the store by simply pressing the Uber button on the store page. Shoppers can also utilize UberRUSH to deliver products purchased from the store to anywhere in New York City. Customers can receive delivery alerts and track their package in real time.

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