How R.M.Williams uses iPhone to provide customer service in its stores

Australian boot brand R.M.Williams says iPhone has helped modernize its retail stores and improve the shopping experience for customers around the world.

The comments were shared in an interview with Apple as part of the company’s Small Business Success Stories series, which highlights how businesses are using Apple products and services to grow.

Founded in 1932, R.M.Williams handcrafts its boots in Australia and now operates more than 60 stores across 15 countries, with around 1,100 employees.

According to the company, iPhone has replaced traditional point-of-sale systems in its stores, allowing employees to stay with customers throughout the shopping experience instead of walking back and forth to cash registers or stock rooms.

“iPhone has been pivotal in revolutionizing our in-store experience, resulting in a significant increase in sales and a more personalized customer experience,” said Peter Ratcliffe, head of technology at R.M.Williams.

Using the NewStore app on iPhone, employees can check inventory, search for products, order out-of-stock items for delivery, and complete purchases using Tap to Pay on iPhone, all without leaving the customer’s side.

Apple devices are also used throughout the business for inventory management, staff scheduling, communications, and performance tracking.

R.M.Williams says iPhone has made employee training faster and easier too. Staff can quickly access training materials and videos directly on their devices, helping them learn how to process sales in just a few hours.

The company also uses zero-touch deployment, allowing employees to start using new iPhones straight out of the box without lengthy setup processes.

“Switching to iPhone was a game-changer for R.M.Williams,” said Kyle Grimshaw, head of stores at R.M.Williams. “We’re able to provide the next level of customer service, which helps us build better connections with our customers.”

According to the company, iPhone saves store employees around an hour each day, giving them more time to focus on customers and improve the overall retail experience.