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Brown Thomas Arnotts revamps omnichannel systems to improve customer experience

Chloe Burney
11 July 2024

Irish luxury retailer Brown Thomas Arnotts has partnered with omnichannel solutions provider Aptos to unlock new heights of customer engagement and loyalty.

Selfridges-owned 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 high-end fashion and beauty brands.

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

Paul Baguley, Director of IT and Digital at Brown Thomas Arnotts, said: "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. 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."

According to Zaki Hassan, Aptos General Manager for EMEA and APAC, added: "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."

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