How Cue Clothing Co Increased Sales by 130%

To celebrate its 50^th birthday, Cue Clothing Co recently introduced a new endless aisle shopping initiative, giving online customers access to inventory from both online and offline locations.

In response to consumers asking for uncapped inventory access and speedy delivery, Cue has updated the way it processes online orders. Using fulfilment and allocation software from Shippit, the company says it has created a unified view of inventory across all of its sales channels.

According to the company’s CIO, Shane Lenton, the endless aisles initiative is already proving fruitful, less than a week since its launch.

“Since the launch of our endless aisle last Thursday, we’ve not only changed the way consumers can access our inventory, but we’re able to reduce the time it takes to deliver customer orders, resulting in a drastic reduction in fulfilment costs,” he said.

Lenton says that thanks to more efficient access to inventory, Cue has seen a 70 percent increase in conversion rate.

“Regardless of where the customer is in the country, or across the world, customers are now getting access to our entire range and inventory, rather than just what used to be available in our online warehouse.

“Amazing things have happened off the back of opening up our in-store inventory to all customers,” he said.

Robert Hango-Zada, the co-founder and joint CEO of Shippit isn’t surprised by Cue’s fast results, as he says this type of customer experience is what consumers are beginning to expect.

“Physical stores are becoming a burning platform for modern retail, and with drastic reductions in foot-traffic, retailers need to start thinking about out of the box solutions to keep their stock moving,” he said.

“Unlocking endless aisle requires new ways of approaching inventory planning and retail operations, but many of the leading retailers we’ve worked with have seen more than a doubling in digital sales by simply unlocking inventory in their physical assets for sale to online consumers.”

Cue’s endless aisle is available to all Australian consumers, as well as its global shopping network, with the new shopping feature accessible in 120 international locations.

“We are Australia’s largest local manufacturer of fashion, however, we don’t mass produce, so not every store gets the same styles. Our online customers now have access to normal delivery for over 80,000 items because we can deliver from store to any location, in addition to the 3-hour delivery and 30min click-and-collect we currently offer from stores,” Lenton said.

Cue has been at the forefront of the cross-channel shopping sector over the last month, having introduced in-store order fulfilment for online orders, 30-minute click-and-collect and its ‘Style Finder’ shopping app in the first half of 2018.

According to Lenton, Cue’s omnichannel business has been successful because of its adoption of personalisation, fast delivery methods, and of course, the brand’s willingness and speed of adopting changing retail technologies to effectively keep up with consumer demand.

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