Australian shoemaker R.M. Williams, known for its handcrafted footwear, has embraced technology to transform its retail experience. The company recently replaced its traditional point-of-sale systems with iPhones, a move that has not only modernized operations but also significantly boosted sales.
This shift is part of Apple’s broader “Apple at Work” initiative, which showcases how businesses use Apple products to drive success. R.M. Williams’ story stands out as an example of how a heritage brand can innovate without losing its identity.
Improving Efficiency and Customer Experience
Employees across R.M. Williams’ 60 stores now use a custom NewStore app on their iPhones to manage key retail functions. They can quickly check inventory, locate products, process payments, and order custom items—all from a single device.
Peter Ratcliffe, the company’s Head of Technology, described the change as “pivotal,” noting it has revolutionized in-store experiences. Not only has customer service improved, but sales have also seen a noticeable rise. According to company estimates, staff save about an hour each day using the new system.
Moreover, iPhones support behind-the-scenes operations such as scheduling, stock management, and internal communications. Training new employees has also become faster, with videos and materials easily accessible on their devices.
Building Stronger Customer Relationships
Kyle Grimshaw, Head of Stores at R.M. Williams, emphasized that the technology upgrade allows staff to deliver a more personalized service. This stronger connection with customers is helping to build loyalty in an increasingly competitive retail market.
Founded in 1932 by Australian bushman Reginald Murray Williams, the company continues to honor its roots while moving confidently into the digital age. With over 1,100 employees and stores in 15 countries, R.M. Williams proves that even the most traditional businesses can benefit from smart technological investments.
By integrating iPhones into every layer of their operations, R.M. Williams is setting a powerful example for other heritage brands aiming to stay relevant in a fast-changing world.
