Services Delivered
Omni-Channel Strategy
Customer Identification & Behavioural Analysis
Retail & Digital Trading Strategy
Audience Targeting & Acquisition
Data, Reporting & Optimisation
Digital Marketing & eCommerce Strategy
Brand & Creative Integration
The Brief & Engagement
Between The Flags approached COG Marketing with a brief to create a tactical and strategic environment between both retail store and online store.
The brief focused on creating an omni-channel environment to manage the brand touchpoints and eCommerce trading strategically. With retail outlets in Darling Harbour in the heart of Sydney CBD, and two stores in Bondi, the marquee store on Campbell Parade, and the theme store in the Bondi Pavilion, the retail footprint achieves high quality and high volume foot traffic, specifically throughout the summer months.
With a strong Australiana offer and a classy souvenir offering, the attraction to grab a piece of Australia for tourists and Australians alike is strong. With tourist customers often becoming online customers before and after their visit to Bondi Beach, the synergy between physical and virtual needed to be strengthened. Also, with the Covid-19 Pandemic, it promoted Bondi Beach as a wish list destination to those not yet able to travel abroad to Australia the summer, thus focusing more emphasis on the digital assets and eCommerce trading platform.
The Client
Founded in 1994, Between The Flags is a proudly Australian beach and lifestyle brand celebrating surf culture, coastal living, and the iconic red-and-yellow lifesaving heritage. With flagship stores in Bondi Beach and Sydney’s CBD, the brand is a must-visit destination for both international tourists and domestic visitors seeking a genuine piece of Australia.
Our Approach
COG Marketing designed and delivered a long-term omni-channel strategy that aligned retail trading, eCommerce, and digital marketing into a single, cohesive system.
By analysing customer behaviour across physical stores and online platforms, we identified key seasonal patterns, audience segments, and purchasing behaviours. This insight informed a unified trading calendar and digital strategy that allowed the brand to capitalise on both Southern and Northern Hemisphere summer demand—creating an “endless summer” trading mindset.
Brand, creative, and digital disciplines were tightly integrated to ensure consistency across every customer touchpoint, from in-store experience to online engagement.
Impact & Value
The partnership created a seamless connection between retail and digital channels, strengthening customer relationships beyond the physical store. Between The Flags achieved a scalable, insight-led trading model that supported global growth, improved customer lifetime value, and positioned the brand for sustained performance across seasons and markets.