Rip Curl has strengthened its focus on its data transformation project during the COVID-19 pandemic.
Over the last couple of years, the brand has been consolidating its data into a single source that can deliver insights to executives and retail managers.
However, this process has become a heightened focus this year, as the business looks to capitalise on growth while its key events, such as the Rip Curl Pro surfing competition, are off.
Previously relying on spreadsheets to gain insights and information, Rip Curl has worked with its tech partner to execute the extract, transform and load (ETL) process, placing its data into a data warehouse, giving it a new level of clarity.
Rip Curl lead business intelligence architect Stuart Connell said that while some of its old systems don't work with the new platform, its partner has a solution.
"We do have some tricky old 32-bit systems that don’t work within the [new] platform, but [our partner] always has a solution.
"So we’ve got a virtual machine that sits inside the architecture where we use some open source Python scripts to connect to some of the more tricky infrastructure and do our ETL that way," he said.
As stores reopened across the country, Rip Curl staff have utilised the software to help them manage their stores and inventory.
Capitalising on the link between Rip Curl's eCommerce system and image database, store managers can see an image of the wetsuits or T-shirts that customers are buying, rather than just SKUs and sales figures.
The visual component also helps managers work out where to locate the stock and because wholesale and retail systems are integrated, the platform can also generate a delivery report so that store staff can see images of what is being delivered in each box and carton.
Connell added that that capability has made the work easier for store staff who may be new to the business.
"That’s great because we have a casual workforce and people have been with the business varying lengths of time.
"To come into the business, pick up that screen, see what’s expected in the box and check it off, is something that I see a lot of demand for from the business.
"We feel confident now that our team can connect to anything and pull in whatever we need for future analysis," he said.
The business is also focusing on integrating its point of sale and retail store door counters, helping to gain further insights into who is buying what and when.
Rip Curl group GM of retail and operations Lachlan Farran added that the business now has further understanding of customer drivers.
"Business intelligence has transformed the way we operate.
"We now have a singular view of key customer drivers and understanding of product performance across a consistent real-time platform from in store to head office," he said.
Connell added that the business is also thinking ahead about external data sets and how these impact the business.
"How does weather impact our sales in store?
"How do other trends globally impact us?
"Are general retail sales statistics across Australia important for Rip Curl sales or do surfers completely ignore what’s happening in the retail landscape?" he said.