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Between the Flags - innovating for efficiency gains

Between the Flags - innovating for efficiency gains 29-11-2022
Australian retailer Between the Flags has been designing and supplying classic beachwear since 1994. Faced with a pandemic decline in international travelers - the biggest revenue generators - the company sought to improve its operational efficiency, as the domestic customer tends to be concentrated in certain weeks of the year when crowds form at its stores.

Between The Flags replaced the traditional cash register point of sale with three "Queue Buster" stations (Queue eliminator). At these stations, customers can search for garments, access product information, check stock and make payments themselves. The store thus achieves a decentralization of the checkout, a freeing up of staff for tasks of greater value than cashing up, and a reduction in the presence of queues in the store, which in turn has had the effect of reducing the abandonment of customers without a purchase.

The brand has achieved an increase from 57 to 151 transactions per hour at peak times, an increase in basket size of 14% and reported a 50% increase in sales over the total period. In addition, thanks to effective customer queue management, they have been able to make better use of store space to increase the stock on display.

In addition, with these in-store touch screens, customers enrolled in the loyalty program and registered can continue their shopping process where they left off when they get home and connect to the brand's website, with complementary offers on the products chosen in the basket. The brand has applied the best of e-commerce to the physical retail experience, making the journey more seamless and engaging for its customers.

Expert Opinion

Between the Flags makes strategic use of technology to enhance the shopping experience and provide customers with effective tools with which it has managed to increase its sales in challenging times.
The use of digital technology allows the brand to analyze its customers' behaviors through data and shopping patterns, thus improving the relevance of its offerings and its customers' experience.

Learn about this successful example in the "Retail Innovations 2022" report, prepared by KISS Retail and Ebeltoft Group: