Optus Bourke Street
Mission
Optus set out to create an immersive flagship superstore in the heart of Melbourne’s CBD, designed to showcase the very latest in cutting-edge technology and reinforce its position as a leader in telecommunications. During the planning stages, Sabel partnered with Optus to explore how our solutions could bring this vision to life with the most advanced products on the market.
Solutions
A wide variety of InVue solutions, as well as EAS Detection Systems from Vitag.
Location
Bourke Street, Melbourne
Elevating Customer Engagement
Optus’ flagship store in Melbourne’s CBD has quickly become a testament to innovation and customer-centricity.
Embracing their commitment to redefining the retail landscape, Optus embarked on a journey to revolutionise the way their customers interact with their products, blending cutting-edge security with immersive product experiences. This transformation came to life through a strategic collaboration with leading industry partners, Sabel and InVue, leveraging InVue’s groundbreaking OneKEY electronic security and LIVE solutions.
“At Optus, innovation is at the core of everything we do. With the new Bourke Street Mall store, our aim was to craft a customer experience unlike any seen before,”
— Adam Davison, Senior Director of Retail Property and Construction at Optus.
In addition to bolstering security, InVue LIVE offers our team invaluable insights into customer engagement, device performance, and store layout compliance, ensuring a seamless and secure shopping environment. “The LIVE system has revolutionised how our team interacts with customers, offering a tailored experience that meets each individual’s needs,” Reynolds adds.
The innovative design and customer-centric approach of the their Bourke Street store have garnered widespread recognition, both nationally and internationally. The InVue LIVE solution, a cornerstone of success, has been nominated for an esteemed Australian Fraud Awards.
The integration of InVue LIVE solutions marked a milestone in Australian retail, allowing for dynamic security adjustments based on real-time customer interactions. Davison added “This app-based system enhances the customer journey, allowing for a more meaningful engagement with our products without sacrificing security.”
This journey exemplifies how Optus in partnership with ourselves (Sabel) and InVue, are setting new benchmarks in retail, seamlessly blending security with unparalleled customer experiences. Melbourne’s Bourke Street store isn’t just a destination for shopping—it’s a glimpse into the future of retail, where technology and human-centric design converge to create a truly rewarding shopping experience.
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