Stance Deploys Web-Based Mobile Self-Checkout
San Clemente, Calif. — A small brand that got out in front of a growing sock category – in which consumers express themselves through bold colors and personality via the accessory – is out in front of mobile, self-checkout in its standalone, retail locations. Stance has six stores, primarily on the West Coast, and will have 12 by the end of the year.
Inside the Stance stores, shoppers navigate to a mobile-optimized URL on their smartphones – as opposed to downloading a mobile app – where they can scan bar codes on a product tag and check out using Apple Pay, Google Pay or a credit card. They show their mobile receipt to store staff and are complete.
The self-checkout solution adds speed and convenience for shoppers in stores, but for a brand that reaches such a broad range of consumers who have very personalized tastes in a sock or piece of apparel, the feature provides Stance more insight into its shoppers. “Email data capture has been one of the wins with this offering,” says Paul Zaengle, executive vice president of direct-to-consumer at Stance. “Our self-checkout application to date has a 91% email capture rate, which is more than double what we get from a typical POS transaction.”
Zaengle says the self-checkout data is added into its array of data used in its direct-to-consumer business, which includes an online subscription service that recommends product based on sock height, thickness and underwear fit. Stance also uses geo-location data to serve shoppers the right digital property. “We can show them product that is most relevant to their affinities, such as colleges, sports teams and licensed franchises such as artists, influencers, movies and more,” Zaengle says. “Data is key to everything we do, especially our direct-to-consumer efforts.”
Stance designed the self-checkout solution on top of the commerce platform from Moltin, Boston. Moltin’s API integrates into Stance’s existing infrastructure, handling the product data, pricing and payment, and delivering the browser-based web application that is built and optimized for mobile.
For Zaengle, the primary reason to offer self-checkout was to minimize lines, saying that a third of consumers will leave a store without buying if a line’s wait time exceeds seven minutes. “A side benefit is that it gives our store teams more time to spend with our guests, educating on our quality and innovation.”
Stance entered the market with its “punks and poets” socks for men, women and kids, but the company also sells underwear and intimates. In addition to funky styles, there are performance lines for skateboarders, skiers, snowboarders and hikers, and the sock is the official on-court and on-field sock for the NBA and Major League Baseball. Outside of its own stores, the brand is found nationwide and across 60 countries.
The self-checkout solution has been in use the longest at its pilot store in San Clemente and accounts for 30% of the transactions, Zaengle says. “It’s picking up steam in our other stores, but it’s still early and consumers aren’t used to it yet. As more retailers adopt this type of technology, it will become more expected and used by consumers.”