Magazine Article | July 22, 2013

Billabong's New POS Improves The Customer Experience

Source: Innovative Retail Technologies

By Bob Johns

August 2013 Integrated Solutions For Retailers

The company uses its new POS to communicate directly with the customer and improve the overall in-store experience by reducing POS-related issues by 99%.

The POS is quickly moving beyond just a payment place to an integral part of the entire customer experience. How many times have you ended up with a bad opinion of a retailer after having a bad experience at the POS? When you are known as a progressive, cutting-edge retailer, you had better be able to continue that experience through the entire purchase. Billabong, the Australiabased manufacturer, distributor, and retailer of action sports clothing and accessories, prides itself on being exactly that type of retailer.

That’s why the company needed to update its antiquated POS system in the U.S. Roger Moreno, retail IT manager at Billabong, says, “We were in the market to replace an older problematic terminal with a more reliable, secure, and robust model. The older system was failing more often and lacked a lot of the capabilities for which our customers were expressing a desire. With EMV chip-and-PIN regulation coming around the corner in the U.S., it seemed like a perfect time to make a change.”