Liberty London secures tech deal to boost CRM and CX

libertyLiberty London is aiming to ramp up its CRM strategy to unlock real-time personalisation and offer even more seamless interactions between staff and shoppers at its Regent Street store.

The store, which first opened its doors in 1875, is embracing a 21st century solution to customer experience by renewing its partnership with Aptos for the latest instore technology, adopting the firm’s POS and CRM applications and migrating the software delivery from on-premises to SaaS.

It is claimed that by implementing Aptos’ POS and CRM solutions retailers can deliver consistent experiences across every sales channel by integrating CRM data into omnichannel customer journeys, as well as craft high-performance promotions with support for complex customer segmentation, affinities, personalisation and more.

Liberty CIO and digital director Martin Draper said that shoppers have the expectation of a transcendent retail journey at the store and that the retailer needs to meet those expectations.

He added: “To achieve this, we require advanced technology that allows us to understand each shopper on an individualised basis and ensure that our staff have the best possible tools and data at their fingertips to serve the customer in the most optimal way, in-store and online.

“Liberty is a place of discovery and wonder, offering visitors a chance to escape the day to day and explore items from our in-house design team as well as items made by craftspeople from around the world.”

With the latest versions of Aptos’ POS running on its 125 tills and CRM solution supporting millions of customers, Liberty hopes to benefit from a range of new capabilities and real-time updates so it can make better decisions, faster and consistently deliver on its brand promise.

Draper continued: “Our shift to SaaS supports increased efficiency and automation while accelerating Liberty’s digital transformation. We look forward to adopting these new innovations within the Liberty retail environment.”

Aptos general manager for EMEA and APAC Zaki Hassan added: “Liberty has one of the most sought-after retail flagships in the world. Walking into Liberty – with its recognisable Tudor exterior housing six floors of carefully curated merchandise – inspires awe.

“The decision of what technology it wants to use to engage, transact and build loyalty with its high value customers is extremely strategic to its brand and business. We are delighted that choice was us and appreciate Liberty’s continued partnership.”

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