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TECHNOLOGY

Stance lets SoHo shoppers check out in a ‘New York minute’

BY Deena M. Amato-McCoy

A sock retailer known for its vibrant designs is making a leap into mobile checkout.

Shoppers visiting Stance’s flagship in New York City’s SoHo neighborhood can now use their smartphones to scan and pay for merchandise from anywhere on the sales floor. Rather than create an app, Stance worked with technology provider Moltin to launch a browser-based solution.

Once customers scan a dedicated QR code, they can use their smartphone camera to scan an item’s barcode and add the product to their digital shopping bag. After they pay using Apple Pay, Google Pay or a credit card, a digital receipt is displayed on the user’s phone screen. Once an associate views the receipt, they help the customer bag their order.

The solution, which launched during the 2018 holiday season, is used by approximately 5% to 10% of shoppers daily, Olivia Silarski, sales and operations lead at Stance, told Chain Store Age.

“Our brand is all about engaging and communicating directly with our customers,” Silarski added. “Of course, we want customers to come in and shop — but we want to create relationships and give them a place to hang out.”

Designed to replicate a SoHo loft, Stance’s store interior features blue framing that highlights an army of mannequin legs and other freestanding fixtures wearing colorful socks and T-shirts. Chalkboard-style signage helps shoppers navigate merchandise (including socks, underwear and unisex t-shirts) hanging on the store’s walls. All merchandise designs are inspired by both national and local artists, athletes and pop culture.

The centerpiece of the store is a floor-to-ceiling mural positioned behind the cash-wrap. The wall features photos and painted portrait images of New York City — all created by two of Stance’s brand ambassadors, artist Russ Pope and longboard surfer and photographer Kassia Meador.

Stance operates nine locations and three outlet stores in the United States, and opened its first international location in London in November.

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