Finalist: 2024 Best Run Human Capital Management
City Beach: Driving HCM integration, accelerating onboarding and enhancing learning. With a collection of HRM challenges that highlighted the need for a more robust and integrated system – one that could streamline its HR functions and bring about a much-needed transformation in managing its workforce and resources more effectively. Download the DocumentSAP Australia and New Zealand
Best Run Awards 2024
Best Run Awards 2024
Best Run SAP
Industry WebsiteProduct and Services Featured SAP Solutions
Retail https://www.citybeach.com/au/Fashion apparel and accessories SAP SuccessFactors (Employee Central,
Employee Central Payroll, Recruiting,
Onboarding, Learning, and Integrations)
City Beach is a leading Australian youth fashion retailer with a clothing and accessories line that features casual fashion, surf and skate wear. Established in 1985
in Brisbane, the company has since expanded rapidly, reflecting its popularity and the demand for its products sourced from hundreds of popular local and global
brands.
Today, City Beach operates 67 stores across Australia (as well as a comprehensive eCommerce store) and employs more than 2,500 team members nationwide,
with up to 4,500 team members at Christmas. Known for its high energy store environments and active engagement with the youth market, the company has
carved out a significant niche in Australia's competitive lifestyle retail landscape, making it a go-to destination for fashionable, lifestyle-driven apparel and
accessories.
City Beach faced a collection of HRM challenges that highlighted the need for a more robust and integrated system – one that could streamline its HR functions
and bring about a much-needed transformation in managing its workforce and resources more effectively.
Driving HCM integration, accelerating
onboarding and enhancing learning
City Beach
Human Capital Management
Industry WebsiteProduct and Services Featured SAP Solutions
Retail https://www.citybeach.com/au/Fashion apparel and accessories SAP SuccessFactors (Employee Central,
Employee Central Payroll, Recruiting,
Onboarding, Learning, and Integrations)
City Beach is a leading Australian youth fashion retailer with a clothing and accessories line that features casual fashion, surf and skate wear. Established in 1985
in Brisbane, the company has since expanded rapidly, reflecting its popularity and the demand for its products sourced from hundreds of popular local and global
brands.
Today, City Beach operates 67 stores across Australia (as well as a comprehensive eCommerce store) and employs more than 2,500 team members nationwide,
with up to 4,500 team members at Christmas. Known for its high energy store environments and active engagement with the youth market, the company has
carved out a significant niche in Australia's competitive lifestyle retail landscape, making it a go-to destination for fashionable, lifestyle-driven apparel and
accessories.
City Beach faced a collection of HRM challenges that highlighted the need for a more robust and integrated system – one that could streamline its HR functions
and bring about a much-needed transformation in managing its workforce and resources more effectively.
Driving HCM integration, accelerating
onboarding and enhancing learning
City Beach
Human Capital Management
Challenges
Before implementing SAP SuccessFactors, City Beach faced several operational challenges that significantly
impeded its HR processes. The company relied on multiple systems, including a time and attendance system that
doubled as its HRIS platform.
The recruitment tool integrated within the HRIS was inadequate and City Beach had to disable it, compelling HR
staff to manage out of system recruitment processes. This not only hampered application rates but also made
managers’ jobs more cumbersome.
The company’s workflow from hiring to onboarding lacked a systematic process, where a patchwork system of
three different dashboards was needed to manage daily compliance and monitor various functions. To extract the
required information, data from multiple spreadsheets was exported and manually combined, which was time-
consuming and a source of frustration across the business.
The onboarding process itself was clunky, taking between three to five business days to complete, further
complicated by poor management of recruitment compliance-related activities.
The HR team also faced significant difficulties in maintaining clear communication with other parts of the business
due to the old system’s lack of transparency and real-time data availability. Updates had to be manually prepared
and were often based on manipulated data, resulting in inefficiencies and potential inaccuracies.
Other major issues were the absence of a learning platform and numerous payroll system inefficiencies, with
limitations not equipped to handle the specifics of the Australian market.
Before implementing SAP SuccessFactors, City Beach faced several operational challenges that significantly
impeded its HR processes. The company relied on multiple systems, including a time and attendance system that
doubled as its HRIS platform.
The recruitment tool integrated within the HRIS was inadequate and City Beach had to disable it, compelling HR
staff to manage out of system recruitment processes. This not only hampered application rates but also made
managers’ jobs more cumbersome.
The company’s workflow from hiring to onboarding lacked a systematic process, where a patchwork system of
three different dashboards was needed to manage daily compliance and monitor various functions. To extract the
required information, data from multiple spreadsheets was exported and manually combined, which was time-
consuming and a source of frustration across the business.
The onboarding process itself was clunky, taking between three to five business days to complete, further
complicated by poor management of recruitment compliance-related activities.
The HR team also faced significant difficulties in maintaining clear communication with other parts of the business
due to the old system’s lack of transparency and real-time data availability. Updates had to be manually prepared
and were often based on manipulated data, resulting in inefficiencies and potential inaccuracies.
Other major issues were the absence of a learning platform and numerous payroll system inefficiencies, with
limitations not equipped to handle the specifics of the Australian market.
Solution
The decision to implement SAP SuccessFactors at City Beach was driven by the HR team's prior experience with
the platform at other companies. Recognising its strong reputation among HR professionals and its capability to
deliver a fully integrated HRM system, the team felt confident that adopting the solution would be a smart move
for the business.
Five modules of SuccessFactors were implemented in 10 months. To facilitate a smooth adoption process, the
HR team put together tailored communication plans to address the unique needs and information adoption
patterns across City Beach’s Head Office, Distribution and Retail business units.
In addition, City Beach utilised a solution, which was originally developed by EPI-USE as part of an SAP
Innovation event and has since been refined into a product for use as a value add to implementations. The
Compliance Integration Solution aids tax and super compliance by integrating data captured in recruiting and
onboarding and reusing it across Employee Central and Payroll.
The timing for the rollout was crucial, as it was planned leading up to the holiday season, a critical period for
hiring when the business onboards between 1,500 to 1,600 new team members from August to November in
preparation to meet Christmas demand.
It was crucial that the rollout of SAP SuccessFactors at City Beach wasn't just on schedule but also left enough
time for familiarisation and training. The effort paid off with the new system allowing the business to bring 1,700
new hires on board, making it the largest and most efficient hiring campaign to date.
The decision to implement SAP SuccessFactors at City Beach was driven by the HR team's prior experience with
the platform at other companies. Recognising its strong reputation among HR professionals and its capability to
deliver a fully integrated HRM system, the team felt confident that adopting the solution would be a smart move
for the business.
Five modules of SuccessFactors were implemented in 10 months. To facilitate a smooth adoption process, the
HR team put together tailored communication plans to address the unique needs and information adoption
patterns across City Beach’s Head Office, Distribution and Retail business units.
In addition, City Beach utilised a solution, which was originally developed by EPI-USE as part of an SAP
Innovation event and has since been refined into a product for use as a value add to implementations. The
Compliance Integration Solution aids tax and super compliance by integrating data captured in recruiting and
onboarding and reusing it across Employee Central and Payroll.
The timing for the rollout was crucial, as it was planned leading up to the holiday season, a critical period for
hiring when the business onboards between 1,500 to 1,600 new team members from August to November in
preparation to meet Christmas demand.
It was crucial that the rollout of SAP SuccessFactors at City Beach wasn't just on schedule but also left enough
time for familiarisation and training. The effort paid off with the new system allowing the business to bring 1,700
new hires on board, making it the largest and most efficient hiring campaign to date.
Impact
85% login/usage rate and over
70% mobile adoption.
66,000
courses completed through the
Learning module.
1,700
new team members onboarded for the
2023 Christmas hiring campaign, the
most effective to date.
In the initial rollout of SAP SuccessFactors, City Beach observed excellent engagement, achieving an 85% login rate within the initial weeks, a significant
achievement given the challenges faced. Adoption of the mobile application stands at over 70%, reflecting its importance in a company where a large portion of
the workforce is active on the retail floor.
One of the standout impacts of implementing SAP SuccessFactors has been on learning and development within the company. There's been a dramatic increase
in participation, with over 66,000 courses completed since the system went live. This was something that the company couldn’t previously track or scale due to
the lack of adequate metrics and a framework in its former systems.
In-house training coordinators now have the tools to structure comprehensive learning pathways for team members, enhancing the development opportunities
available within the company. This shift not only aligns better with how City Beach operates but has also led to considerable cost savings and improved
efficiency. The ability to develop, publish, and manage content internally without the reliance on external parties has transformed their training processes,
offering a richer experience for employees.
The new system has drastically improved onboarding times, with records showing some new hires being onboarded within 15 minutes, from application to signing
the contract. This swift process is a record-setting improvement from the previous norm of three hours or more.
Additionally, the integration with other systems through API has been smooth, further increasing the efficiency of operations across various platforms within the
company. Other departments across City Beach are now eager to develop learning content, recognising the tangible benefits and positive impact it has had on
the organisation through HRM channels.
85% login/usage rate and over
70% mobile adoption.
66,000
courses completed through the
Learning module.
1,700
new team members onboarded for the
2023 Christmas hiring campaign, the
most effective to date.
In the initial rollout of SAP SuccessFactors, City Beach observed excellent engagement, achieving an 85% login rate within the initial weeks, a significant
achievement given the challenges faced. Adoption of the mobile application stands at over 70%, reflecting its importance in a company where a large portion of
the workforce is active on the retail floor.
One of the standout impacts of implementing SAP SuccessFactors has been on learning and development within the company. There's been a dramatic increase
in participation, with over 66,000 courses completed since the system went live. This was something that the company couldn’t previously track or scale due to
the lack of adequate metrics and a framework in its former systems.
In-house training coordinators now have the tools to structure comprehensive learning pathways for team members, enhancing the development opportunities
available within the company. This shift not only aligns better with how City Beach operates but has also led to considerable cost savings and improved
efficiency. The ability to develop, publish, and manage content internally without the reliance on external parties has transformed their training processes,
offering a richer experience for employees.
The new system has drastically improved onboarding times, with records showing some new hires being onboarded within 15 minutes, from application to signing
the contract. This swift process is a record-setting improvement from the previous norm of three hours or more.
Additionally, the integration with other systems through API has been smooth, further increasing the efficiency of operations across various platforms within the
company. Other departments across City Beach are now eager to develop learning content, recognising the tangible benefits and positive impact it has had on
the organisation through HRM channels.