Brown Thomas Arnotts Focuses on Customer Loyalty & Omnichannel Agility with Aptos Technology

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Aptos, a leader in unified commerce solutions, announced today that Brown Thomas Arnotts, Ireland’s leading luxury retailer, will upgrade to the latest versions of Aptos’ Sales Audit and CRM solutions. Once deployed, Brown Thomas Arnotts will benefit from new capabilities that unlock greater levels of customer engagement and loyalty whilst promoting omnichannel agility. Aptos Sales Audit and CRM will be delivered via SaaS, taking advantage of increased speed of deployment and access to ongoing innovations.

Part of the Selfridges Group, Brown Thomas Arnotts encompasses two of Ireland’s premier retailers — Brown Thomas and Arnotts — both offering exceptional luxury shopping experiences. Brown Thomas operates five department stores in Dublin, Dundrum, Cork, Limerick, and Galway, along with a BT2 store in Blanchardstown Shopping Centre. Arnotts, Ireland’s oldest and largest department store, spans 300,000 square feet and is a beloved destination for both Irish and international visitors, featuring a wide range of designer brands in fashion, beauty, homewares, and more.

To achieve a holistic view of its retail business, Brown Thomas Arnotts leverages Aptos’ Sales Audit solution. This system consolidates all of Brown Thomas Arnotts’ transaction data, validates and processes that data, and then efficiently feeds clean data to various systems and functions across the enterprise.

“With an expanding number of sales channels, processing transaction data is increasingly complex,” said Paul Baguley, Director of IT and Digital at Brown Thomas Arnotts. “Sales Audit is key to our omnichannel agility, allowing us to quickly open up new sales channels, with data from those channels being seamlessly integrated into our existing financial and operational processes.”

In addition to Sales Audit, another software application Brown Thomas Arnotts values from Aptos is CRM.

“Our Brown Thomas Arnotts customers, whether visiting our stores or engaging with us through our digital channels, always experience the uniquely Brown Thomas Arnotts service we are renowned for,” Baguley added. “Our mission is to reinvent retail by creating moments of delight and a consistent shopping experience at every interaction. To achieve this, we need a deep understanding of shoppers’ preferences and behaviors across all touchpoints. With Aptos CRM, we have a consolidated, multi-brand customer database that offers a comprehensive, 360-degree view of our customers as they move across our channels and brands.”

“Aptos CRM also serves as the foundation for our Encore loyalty program,” Baguley said. “With Encore, members can unlock loyalty rewards, benefits and exclusive experiences whilst shopping at both Brown Thomas and Arnotts. Aptos CRM has significantly enhanced our loyalty program, offering our valued customers even more incentives to return to Brown Thomas Arnotts for their shopping experience.”

According to Zaki Hassan, Aptos General Manager for EMEA and APAC, Aptos’ partnership with Brown Thomas Arnotts has been longstanding, with both businesses now embracing SaaS-first and modern, API-driven technologies.

“Brown Thomas Arnotts is continually advancing, investing in the essential tools to better serve the modern consumer,” Hassan said. “With Aptos’ powerful Sales Audit and CRM solutions, delivered via SaaS, Brown Thomas Arnotts can offer shoppers elevated omnichannel experiences, supported by seamless back-end integration and timely, accurate data. We are looking forward to the next phase of our partnership with this visionary retailer.”