Case Study: City Beach Australia achieves exceptional customer experience and unified customer insights with Microsoft Dynamics 365

City Beach transforms information systems with Dynamics 365 to deliver an exceptional customer experience

City Beach, an Australian fashion retailer founded in 1985 with 62 stores, an ecommerce site and a 60,000‑SKU range, faced fast‑moving trends, a young frontline workforce and intense online competition. To stay relevant and deliver an exceptional customer experience while preparing for a broader back‑office overhaul, the company needed a single view of the customer, better BI to curate assortments and more agility around promotions and loyalty.

Working with Microsoft partner Sable37, City Beach implemented Microsoft Dynamics 365 for Finance and Operations on a hybrid Azure/on‑premises platform, starting with POS and CRM to prioritise the customer journey. The intuitive system drove rapid staff adoption, generated rich customer insights for targeted communications and merchandising, and set the foundation for a seamless omnichannel experience and forthcoming back‑office efficiencies such as handheld scanning and automated inventory workflows.

City Beach Australia

Anita Dorwald

Chief Operating Officer