What: Brown Thomas Arnotts, part of the Selfridges Group, is upgrading its CRM and Sales Audit systems with Aptos technology to enhance customer engagement and omnichannel capabilities.

Why it is important: The upgrade aims to consolidate transaction data across multiple sales channels, enabling a holistic view of customer preferences and behaviours, which is crucial for driving loyalty and providing a seamless shopping experience.

Irish luxury department store group Brown Thomas Arnotts has partnered with Aptos to install advanced CRM and Sales Audit solutions. The new system, delivered via SaaS, will streamline the processing of transaction data across various channels, facilitating better customer engagement and loyalty. Paul Baguley, Director of IT and Digital at Brown Thomas Arnotts, emphasized that the holistic view provided by the upgraded CRM system will help the group create consistent and delightful shopping experiences across all touchpoints.

Brown Thomas Arnotts upgrades CRM tech with Aptos