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Deckers Opens Omni-Channel Store

Everyone is talking about how retailers aren't really ready for the omni-channel world.

But the people at Deckers Outdoor, whose shoe brands include Ugg Australia, Teva and Sanuk, opened up a store this week at their headquarters in Goleta, Calif., that is meant to dispel that thought.

The showcase store has a wide range of products and carries a host of iPads for customers to use when shopping. They can customize their products, order online, ship directly to their homes free of charge or pick up their purchases in the store.

There was a ribbon-cutting ceremony for the store on Tuesday, March 18, About 30 employees will be working at the emporium and getting more sophisticated feedback on what people are actually buying and how they are buying it.

If you want to swing by the store, it is located at 6501 Hollister Ave. in Goleta.

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