Attracting customers is one thing, securing their loyalty’s another. So the Irish luxe department store group Brown Thomas Arnotts has appointed unified commerce solutions provider Aptos to install the latest versions of its Sales Audit and CRM solutions system.

Once deployed, Brown Thomas Arnotts “will benefit from new capabilities that unlock greater levels of customer engagement and loyalty whilst promoting omnichannel agility”, the provider said.

Delivered via SaaS, the system “takes advantage of increased speed of deployment and access to ongoing innovations”, it added.

Part of the Selfridges Group, Brown Thomas Arnotts (encompassing Ireland’s high-end retailers Brown Thomas and Arnotts) the group wanted “to achieve a holistic view of its retail business” by leveraging the sales audit solution. 

So the system “consolidates all of [the group’s] transaction data, validates and processes that data, and then efficiently feeds clean data to various systems and functions across the enterprise”, we’re told.

“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.” 

And with the new CRM system also introduced, 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 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.”