City Beach Australia

Topic : Team Efficiency
2500+ Employees
Team Engagement

Team engagement is the magic that happens when everyone in your workforce is connected effortlessly to the mission, to each other and to customers. When it works you feel it in your culture and on your balance sheet—and your customers feel it most. Barriers disappear. Productivity rises. Our team engagement solutions get you there.

The Avaya solution was far and away the best on the market. Its mixture of features, flexibility and performance was a natural fit for our growing requirements.

– Rhian Greenway, Chief Information Officer, City Beach Australia

Benefits

Enhanced Collaboration
Increased Productivity

CITY BEACH AUSTRALIA ADOPTS AVAYA IP OFFICE FOR ROBUST RETAIL COMMUNICATIONS PLATFORM

Australian Fashion Retailer Now Utilizes High-Quality Team Engagement Solution in Its Stores, Warehouse and Headquarters

City Beach Australia, a privately owned business specialising in youth lifestyle fashion, serves its customers through a national network of 65 stores and an online shopfront. It can now deliver better service after installing Avaya’s IP Office 500 company-wide.
 
The Challenge: Reduce Complexity
 
City Beach wanted to simplify its complex voice communication infrastructure and reduce its bills. Rhian Greenway, City Beach’s Chief Information Officer, said the company previously had a mixture of phone systems that were expensive to operate. “We had legacy equipment from Telstra, Ericsson and NEC scattered through the organisation,” he said.
 
Because the infrastructure had grown organically, City Beach had been adding incoming lines on an ad hoc basis. Some larger stores had as many as 14 direct-dial numbers.

“Our telecommunication costs were rising and we did not have a platform that could support our plans for growth.”

Rhian Greenway, Chief Information Officer, City Beach Australia

Long waits for new phones had also become an issue, with the delay often blowing out to 12 weeks. “When you consider that each add, move or change could also cost around $2,000, it was clear we had to find a different approach to our voice infrastructure,” said Mr Greenway.
 
Why Avaya?
 
City Beach decided to create a company-wide voice communications infrastructure based on Avaya technology after examining a range of alternatives. “The Avaya solution was far and away the best on the market,” he said. “Its mixture of features, flexibility and performance was a natural fit for our growing requirements.
 
City Beach chose the Avaya IP Office server edition R9.0, incorporating 65 Power-over-Ethernet switches to support phone handsets. The system serves 100 head-office staff members , 50 employees in the warehouse and 65 in retail stores. There are 24 Digital Enhanced Cordless Telecommunications (DECT) wireless handsets in the warehouse, allowing staff to remain in contact with each other when they’re on the move in the facility.
 
Mr Greenway said the primary IP Office server was housed in an off-site data centre, with a second server in the warehouse to provide redundancy. “Once we made the decision to adopt the Avaya technology, we had the entire infrastructure up and running in less than six months,” he said.

“We now have a single point of contact for our entire voice communications network, which is a massive step forward.”

Rhian Greenway, Chief Information Officer, City Beach Australia

The Result: Seamless Communications
 
In the fast-moving world of fashion, it’s critical to ensure stores have the right mix of stock at all times. City Beach’s new IP telephony system means stores can communicate with the warehouse – and each other – seamlessly at all times.
 
Smooth communication between all our locations is critical,” Mr Greenway said. “The IP-based telephony system we now have means we can maintain this communication while easily adding or shifting handsets and lines as required.” The company can also now add a new phone line in just hours rather than months.
 
We have also been able to reduce our monthly telecommunications spend by around $10,000,” he added.
 
A Platform for the Future
 
With a single network now providing voice and data services across the company, the ability to add extra services holds significant promise. Mr Greenway said he was examining a range of initiatives including installing mobile point-of-sale terminals and in-store advertising kiosks.
 
I am confident we now have in place a telecommunications infrastructure that gives us the flexible and costeffective platform we were seeking,” he said.

“With Avaya, we are well positioned to continue to serve our customers in new and exciting ways.”

Rhian Greenway, Chief Information Officer, City Beach Australia

 

 

With Avaya, City Beach Australia has reduced its monthly telecommunications spend by approximately $10,000.

CUSTOMER PROFILE
City Beach
  • Headquarters:

  • Australia

  • # Employees:

  • 10138

City Beach is an Australian street fashion retailer selling a range of well-known clothing and accessories brands. Established in 1985 in Brisbane, Queensland, the company now has 65 retail stores including locations in Perth, Darwin, Sydney, Melbourne, Brisbane and the Gold Coast.

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"With Avaya, we are well positioned to continue to serve our customers in new and exciting ways."

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  • Rhian Greenway

  • City Beach Australia