In the fast-paced world of retail, seconds matter. Whether it’s a customer waiting for help on the sales floor, a shipment arriving in the stockroom, or a price check at the register, efficient communication can be the difference between a smooth transaction and a lost sale.
For one of America’s leading specialty retailers of casual apparel, footwear, and accessories, maintaining that communication across hundreds of locations was a growing challenge. This California-based company—home to some of the most recognized names in youth fashion—operates more than 250 retail stores across 30+ states.
Each store offers a high-energy, music-driven environment catering to young men, women, and kids who live an active, social lifestyle. The brand’s image relies on fast service, an engaged staff, and an immersive shopping experience. To support that, the retailer turned to TwoWayRadio.com to deploy a reliable, easy-to-use communication system that could meet the demands of modern retail.
Their choice: 300 Motorola CLS1110 UHF two-way radios, the industry standard for small- to mid-size retail stores.
Business Challenge: Communication Gaps Across the Floor
Before the rollout, most stores depended on either storewide intercoms, texting, or inconsistent third-party walkie-talkies. This led to several operational issues:
- Customer delays: Associates often left customers unattended to locate coworkers or check on inventory.
- Limited stockroom communication: Thick walls and shelving units caused interference with cheaper consumer radios.
- Brand inconsistency: With multiple models of walkie-talkies in use across different locations, training and maintenance were difficult.
- Battery issues: Older devices couldn’t hold a charge through a full shift, disrupting workflow during peak hours.
The company’s corporate operations team sought a unified, professional solution that could be standardized across all stores. It needed to be simple enough for part-time seasonal workers to learn instantly, yet durable and dependable for year-round retail use.
Why the Motorola CLS1110 Was the Perfect Fit
The retailer’s needs aligned perfectly with the strengths of the CLS1110 platform.
1. Compact, Lightweight Design
Retail associates are constantly on the move, folding clothes, restocking shelves, and assisting customers. The CLS1110 ’s ultra-slim, lightweight build (under 5 ounces) clips comfortably to a waistband or belt, allowing employees to focus on customers rather than bulky equipment.
2. Crystal Clear Audio in Noisy Environments
Between background music, crowds, and ambient noise, communication clarity was a major concern. The CLS1110’s advanced audio circuitry and UHF frequency ensure clear transmission through shelving, dressing rooms, and stockroom walls—eliminating “repeat that again” moments.
3. Durability Meets Style
Built to withstand drops, dust, and frequent handling, the CLS1110 is designed for retail toughness. It’s the same model used by top brands in apparel, quick-service restaurants, and logistics centers—offering professional-grade durability that aligns with the retailer’s commitment to quality.
4. Long Battery Life
Each radio operates for up to 12 hours per charge, keeping employees connected through even the busiest weekends and holiday seasons. Rechargeable lithium-ion batteries and optional multi-unit charging stations make end-of-day charging efficient and reliable.
5. Simple, Single-Channel Communication
Rather than overwhelming employees with multiple channels or settings, the CLS1110’s one-channel configuration keeps communication simple and efficient—exactly what high-turnover retail environments need.
6. Cost-Effective Standardization Across 250 Stores
By standardizing every store with the same model, the retailer reduced training complexity, improved equipment consistency, and simplified maintenance. Replacement units, batteries, and accessories can now be distributed seamlessly from a central supply chain.
Implementation and Rollout
TwoWayRadio.com coordinated directly with the retailer’s operations managers to ensure a smooth rollout.
- Pre-Programming and Labeling
Each batch of radios was pre-programmed to the same frequency and labeled per store before shipment. This plug-and-play setup allowed store managers to deploy radios instantly—no technical setup required. - Centralized Training Materials
TwoWayRadio.com provided corporate-approved user guides and quick-start training sheets for onboarding. The simplicity of the CLS1110 meant most employees were comfortable within minutes of first use. - Staggered Deployment
Radios were shipped in waves, starting with the highest-traffic stores in California, Texas, and Florida. After successful implementation, the remainder of the rollout extended to Midwest and East Coast locations. - Accessory Integration
Many stores opted to add earpieces with inline microphones, improving communication during peak shopping hours and maintaining a clean, professional in-store appearance.
Use Cases Across the Retail Environment
Front-of-House Efficiency
Sales associates can instantly contact the stockroom for size or color checks, cutting wait times for customers. Instead of running back and forth, staff simply press the push-to-talk button and get immediate answers.
Example:
“Can someone check if we have the black canvas sneakers in size 9?”
Seconds later, a stockroom reply:
“Got them—bringing a pair up!”
“Can someone check if we have the black canvas sneakers in size 9?”
Seconds later, a stockroom reply:
“Got them—bringing a pair up!”
This kind of rapid response not only improves customer satisfaction but also increases conversion rates.
Stockroom Coordination
Back-of-house teams manage incoming shipments, restocks, and online order fulfillment. The CLS1110’s range easily covers the entire store footprint, including basements or rear loading zones, ensuring no delays in restocking high-demand items.
Loss Prevention and Security
Discreet communication is critical during potential theft or emergency situations. Managers and floor leads can quickly alert security or other staff members without causing a scene.
Cash Wrap and Register Support
When lines form, associates can request additional coverage from anywhere in the store. “Backup to register one” is a simple, one-button call that helps reduce wait times and improves customer flow.
Corporate Visual Merchandising and Promotions
During coordinated seasonal resets, teams communicate across large store footprints to execute floor moves efficiently, confirming signage, lighting, and displays in real time.
Results: A Measurable Improvement in Retail Operations
Six months after the company-wide rollout, corporate operations reported significant improvements across several key metrics:
- Customer Wait Times Reduced by 35%
Instant communication between front and back of house helped associates respond faster, especially during high-traffic weekends. - Employee Productivity Increased by 22%
Less time spent walking between departments meant more time engaging with customers and managing inventory. - Fewer Equipment Failures
Durability testing and feedback from store managers revealed a dramatic decrease in radio replacement requests compared to previous models. - Consistent Brand Experience Across Locations
By standardizing communication tools, the company improved operational consistency and maintained a uniform customer experience—regardless of store location. - Faster Training and Onboarding
With a single radio model across all stores, new hires mastered communication in under five minutes, reducing training time and improving confidence on the sales floor.
ROI and Long-Term Benefits
The retailer’s corporate team projected a return on investment within the first year due to reduced communication delays, improved sales efficiency, and fewer lost sales from unattended customers.
Additional long-term benefits include:
- Lower maintenance costs due to equipment uniformity
- Simplified asset tracking
- Stronger brand alignment across nationwide locations
- Enhanced in-store safety through quick emergency communication
As the company continues to expand, the Motorola CLS1110 provides a scalable platform—new stores can be equipped and connected in minutes.
In retail, communication drives the customer experience. For this leading apparel and lifestyle retailer, standardizing store communications with the Motorola CLS1110 helped transform operations nationwide.
From the moment doors open to closing time, associates now stay connected, informed, and empowered to deliver the responsive, high-energy service the brand is known for.
The result?
A faster, safer, more connected retail network that matches the company’s reputation for energy, authenticity, and innovation.
A faster, safer, more connected retail network that matches the company’s reputation for energy, authenticity, and innovation.
The Motorola CLS1110 isn’t just a walkie-talkie—it’s the silent backbone of a brand built on connection.