Australian Shoemaker, Transforming Through IPhone

JAKARTA - Apple highlighted how Australian shoe companyRM Williams managed to change its store operating system by changing traditional point-of-sale machines to iPhones, in order to improve customer experience.

In the long-running 'Apple at Work' series, Apple often displays various small businesses that use Apple technology to increase productivity and service. The latest episode highlights how RM Williams now uses iPhones for almost all aspects of its retail business.

Peter Ratcliffe, Head of RM Williams Technology, said that the shift to the iPhone is very crucial for their business. [iPhone] revolutionizes the experience in our stores, resulting in a significant increase in sales as well as a more personal customer experience," he said.

This Adelaide-based company is known for producing shoes by handmade. They now use a special NewStore application on iPhones that are used by employees at 60 of their outlets. With this application, employees can check stock of goods, look for products quickly, order custom goods, and receive direct payments from the company's iPhone.

According to internal estimates, the use of iPhone saves about an hour of work time per day for each employee.

RM Williams currently has more than 1,100 employees and is present in 15 countries. The company was founded in 1932 byUS Murray Williams, a man from the interior of Australia.

Now, the iPhone is also used for various behind-the-scenes work, such as inventory management, employee scheduling, performance monitoring, to company internal communications. Toko's Head of Division, Kyle Grimshaw, said, "Going to iPhone is really a turning point for RUM Williams. We can provide superior customer service, thus building better relationships with them."

Apple also highlighted that the iPhone is used for employee training, where video training and sales material can be accessed directly from the device. This allows new employees to quickly adjust.

Apple itself has first promoted the iPhone as a major business tool since 2012.