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Brown Thomas Arnotts overhauls customer loyalty with Aptos technology [Video]

Marketing Platforms and CRM

Brown Thomas Arnotts will use technology from US firm Aptos to help upgrade its customer loyalty and engagement systems.

The luxury retailer will employ the Aptos’ ‘Sales Audit’ technology solution to consolidate, validates and processes all transaction data to be fed into various systems and functions across the wider enterprise.

Selfridges-owned Brown Thomas Arnotts will also use Aptos’ customer relationship management (CRM) system to improve the consumer shopping experience in-store and across its online channels.

‘Aptos CRM’ will also provide the foundation for Brown Thomas Arnotts’ Encore loyalty programme, and allow customers to “unlock” rewards, benefits and exclusive experiences.

Brown Thomas operates five department stores in Dublin, Dundrum, Cork, Limerick and Galway as well as BT2 outlets at Blanchardstown, while Arnotts, Ireland’s oldest and largest department store, covers 300,000 sq ft on Henry Street in Dublin city centre.

Paul Baguley, director of IT and digital at Brown Thomas Arnotts, said the company’s mission is to “reinvent retail by creating …

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