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Innovation

Cue rolls out endless aisle in latest omnichannel move

Cue Clothing Co. last week launched a new ‘endless aisle’ solution that allows in-store shoppers to view and shop the brand’s entire online range from any location.

It is the latest omnichannel move from the Australian fashion leader, which last month rolled out three-hour delivery and was the first retailer to implement the buy-now pay-later payment option, Afterpay, at checkouts in-store and online.

The endless aisle solution is based on shoppable screen technology from Australian startup FoyerLive and now available in five flagship stores with a continued rollout planned for every new and refurbished store footprint.

Explaining the need for an endless solution, Cue’s chief information officer, Shane Lenton said, “Not every store receives every style, as we are a design-first business, we don’t mass produce.”

For instance, a store that previously only offered four styles of black pants will now be able to offer customers the full range of 20+ styles at any given time.

Items purchased through endless aisle are fulfilled via Cue’s existing methods of click-and-collect, standard, express and three-hour delivery from stores around Australia.

“This is only the beginning for integrating digital technology in-store,” Lenton added.

“Next, we will introduce FoyerLive’s connected change rooms, allowing customers to view the range and request additional styles and sizes without having to leave the change room.”

FoyerLive CEO and co-founder Dean Flynn said the technology will help facilitate seamless customer interactions.

“Too often technology has been implemented in store for a ‘wow factor’ rather than directly adding value to the customer in their purchase journey,” he said.

“These devices will enable existing Cue shoppers to seamlessly login and shop with their loyalty member accounts or for new customers, they will have the ability to sign-up to enjoy these benefits.”

Industry-awarded and ethically accredited, Cue is the largest local manufacturer of fashion in Australia with all designs originating from the Sydney head office.

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