Capitalising on women’s homing device for department stores such as Myers, the NSW Breast Cancer Institute (BCI) is installing free mammogram testing in the lingerie departments of four Sydney department stores.

It is part of a new retail-based plan to help women obtain routine breast cancer examinations.

The clinics will utilise the latest digital screening equipment to reduce examination time and improve accuracy, reporting time and image quality.

The mammogram images will be transmitted to the BCI Breast Centre and read by two doctors.

“We live in a juggling society where women are juggling children and grandchildren, juggling their work and often leave themselves to last. Here’s a chance to have a mammogram when you’re shopping”, BCI executive director John Boyages said to The Australian.

Women say the retail-based option is both more convenient and less intimidating.

“I think it is nice that the clinic is in the lingerie department as it’s very comfortable and girlie”, Elizabeth Moulang 60, told The Australian.

Mr Boyages estimates that 1 in 200 women tested in a department store will be diagnosed with breast cancer.

Myer chief executive Bernie Brookes says the clinic provides a one-stop shop for female customers, who can do their shopping, grab a cup of coffee and have a mammogram.

"There is a degree of warmth about the clinic and it ... is extremely convenient for women.

"It's a great example of where everybody wins because it increases the penetration for people getting scanned and over three-quarters of Myer's staff are women", Mr Brookes said.

Retail clinics are a growing trend in the United States, with the number of clinics available estimated to grow from 450 to 6,000 in five years, according to WebMD.