Irish luxury retailer Brown Thomas Arnotts gears up to deploy Aptos Sales Audit and CRM solutions

Brown Thomas Arnotts, an Irish luxury retailer, is upgrading to the latest versions of Aptos’ Sales Audit and CRM solutions.

Once deployed, it says it 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.

Part of the Selfridges Group, Brown Thomas Arnotts encompasses two Irish luxury retailers - Brown Thomas and Arnotts.

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 features a wide range of designer brands in fashion, beauty, homewares, and more.

To achieve a holistic view of its retail business, Brown Thomas Arnotts will leverage Aptos’ Sales Audit solution.

This system consolidates all of Brown Thomas Arnotts’ transaction data, validates and processes that data, and then feeds clean data to various systems and functions across the enterprise.

“With an expanding number of sales channels, processing transaction data is increasingly complex,” says 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.”   

“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 adds.

“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 behaviours 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 programme,” Baguley says.

“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 programme, offering our valued customers even more incentives to return to Brown Thomas Arnotts for their shopping experience.”

Zaki Hassan, Aptos General Manager for EMEA and APAC, Aptos, says: “Brown Thomas Arnotts is continually advancing, investing in the essential tools to better serve the modern consumer.”

“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.”