BURTON | Omnichannel + Mobile POS: The Ultimate Purchase Experience for Snow Sports Gear

Driven by the national strategy to expand snow sports southward, westward, and eastward, skiing in China has transformed from a niche pastime into a mainstream consumer activity. As skiers' passion and professional aspirations continue to grow, the ski equipment market is experiencing unprecedented opportunities for development.

Snowboards, as the core equipment for skiing, have seen their status rise alongside the sport's growing popularity. Snowboarding, in particular, offers a freer and more expressive riding style compared to alpine skiing—delivering not only the thrill of high-speed descents but also allowing riders to showcase personality and skill through freestyle, tricks, and other movements, making it especially popular among younger enthusiasts.

BURTON, founded in 1977 by Jake Burton Carpenter—the pioneer of snowboarding—is a trailblazer and leader in the snowboarding world. For decades, BURTON has set market trends, beloved by riders for its superior quality, high-tech performance, and distinctive style. After more than 45 years of development, BURTON has become the world's number one snowboard brand.

Today, BURTON's product line spans snowboards, bindings, ski apparel, and more, offering consumers a full range of snow sports gear choices.

Mobile POS – Truly Reducing Costs and Boosting Efficiency

Compared to typical apparel and footwear stores, BURTON snow sports shops are larger in scale and carry a much wider variety of products. Shelving layouts are complex, and heavy items like snowboards are common—posing significant challenges for staff during inventory counts and daily store operations. Traditional manual counting is not only inefficient but also highly error-prone, severely constraining store operational efficiency and even impacting the customer shopping experience.

To address this, BURTON introduced the Burgeon Damai system. Its mobile-based management approach successfully solved the challenges of traditional manual inventory and store task handling. In practice, using Damai's single-store bin location feature, staff simply scan a product barcode to view its storage location and quickly retrieve the item from the corresponding shelf, greatly simplifying the search process, saving time and effort, and enabling staff to handle customer requests more efficiently—enhancing the overall shopping experience.

Additionally, given that some BURTON stores are located at seasonal ski resorts and often run pop-up locations, traditional bulky POS terminals are not only inconvenient to transport but also costly, failing to meet flexible business needs. The Burgeon Damai system solves this problem effortlessly with its exceptional cost-effectiveness.

Attentive Service – Seamless Try-On Experience

In snow sports equipment stores—especially larger ones—providing continuous, uninterrupted service to customers is critical. Staff need to be able to meet customers' needs throughout the selection and trial process without having to leave to fetch items.

With the Burgeon Damai system, when a customer selects a piece of snow gear and wishes to try it on, staff can submit a delivery request directly through the system. The system connects to the store's warehouse department, and warehouse personnel promptly receive the request and deliver the selected equipment directly to the customer for fitting.

Omnichannel Deployment – Enhancing Customer Experience

Choosing and preparing the right snow equipment is crucial to the skiing experience. To ensure both safety and enjoyment, skiers need to carefully select snowboards, boots, helmets, apparel, and other gear, ensuring everything works together perfectly. In snow sports stores, customers typically try out different products in person to find the best fit.

However, for special items like snowboards, stores often face issues with limited color and size availability, which can affect customer choice and purchase intent. To address this, the Burgeon omnichannel system plays a key role. Using a multi-tier calculation model, it quickly identifies the nearest store for inter-store transfer, or arranges direct warehouse-to-home delivery, ensuring stores can fully meet customer needs and offer a richer, more diverse product selection. This not only enhances the shopping experience but also creates more sales opportunities and drives performance growth for snow sports retailers.

The partnership between BURTON and Burgeon began in 2021. Leveraging its deep technical expertise and extensive industry experience, Burgeon provides robust digital support to help BURTON navigate fierce market competition with steady momentum.

Since its founding in 1999, Burgeon Technology has been committed to driving digitalization to fuel brand performance growth. Having served over 5,000 institutions and enterprises globally, over 500,000 stores use Burgeon's terminal POS products, over 40,000 online stores use Burgeon's e-commerce products—including over 1,500 Tmall flagship stores—and Burgeon manages over 360 million members for its clients. Burgeon's core value proposition is to help enterprises achieve more business with less inventory through an omnichannel unified inventory model.