Apple has highlighted how an Australian shoe company replaced its traditional point-of-sale machines with iPhones, making for a better customer experience.
Firms are regularly spotlighted by Apple in its now long-running "Apple at Work" series, which focuses on small-business use cases for various Apple technologies. The latest explores how Australian shoemaker and retailer R.M. Williams is now using iPhones for nearly every aspect of its retail business.
The Head of Technology for the company, Peter Ratcliffe, said that the switch to the iPhone has been "pivotal". "[iPhone is] revolutionizing our in-store experience, resulting in a significant increase in sales and a more personalized customer experience," he said.
The Adelaide company makes footwear by hand, and its NewStore custom iPhone app is in use by employees across the company's 60 stores. With it, they can check stock, locate items quickly, order custom items, and take payment from their company iPhones.
The use of the iPhone on various levels by employees at the company saves them about an hour a day on average, the company estimates.
R.M. Williams has more than 1,100 employees in total, and stores in 15 countries. The footwear maker was founded in 1932 by Reginald Murray Williams, an Australian bushman from the country's outback region.
Now iPhones are used for practically all behind-the-scenes work at the stores, including managing inventory, employee scheduling, performance metrics and company communication.
"Switching to iPhone was a game-changer for R.M. Williams," noted Head of Stores executive Kyle Grimshaw. "We're able to provide the next level of customer service, which helps us build better connections with our customers."
Apple also notes that iPhones are being used for employing training as well as in-store functions. Training videos and sales material can be accessed on the device, meaning even new employees get up-to-speed quickly.
Apple first launched a promotional page touting the iPhone as a key business tool in 2012.
