Liberty London Renews Deal With Aptos for POS Tech

Aptos said Liberty London had renewed its partnership with the unified commerce solution provider’s Store POS and CRM applications while migrating the technology from on-premise to SaaS. “With this initiative, Liberty will unlock real-time personalization and offer even more seamless interactions between associates and shoppers at its Regent Street store,” the companies said.

Terms of the renewal deal were not disclosed.

Liberty London was founded in 1875 and is well-known for its fashion and lifestyle assortment and collaborations. A classic department store, Liberty offers apparel, accessories, fabrics, home goods and beauty products. “Knowing the store is viewed as a top retail destination by locals and tourists alike, Liberty executives recognize the importance of getting the experience just right for every customer who walks through their doors,” Aptos said.

Martin Draper, chief information officer and digital director at Liberty London, described the store as “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.”

“When entering Liberty, shoppers have the expectation of a transcendent retail journey — and we need to meet those expectations,” Draper said. “To achieve this, Liberty requires advanced technology that allows us to understand each shopper on an individualized basis and ensure that our associates have the best possible tools and data at their fingertips to serve the customer in the most optimal way, in-store and online.”

Draper said Aptos allows the retailers to “benefit from a range of new capabilities and real-time updates so we can make better decisions, faster and consistently deliver on our brand promise. Our shift to SaaS supports increased efficiency and automation whilst accelerating Liberty’s digital transformation.”

Zaki Hassan, Aptos general manager for EMEA and APAC, said the software firm “has a deep appreciation for Liberty’s rich heritage and uniqueness in the luxury retail sector.” 

“Liberty has one of the most sought-after retail flagships in the world,” Hassan said. “Walking into Liberty — with its recognizable Tudor exterior housing six floors of carefully curated merchandise — inspires awe. The decision of what technology Liberty 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 Aptos and appreciate Liberty’s continued partnership.”

Aptos said the value proposition of SaaS empowers store associates “to deliver exceptional customer service with enterprise CRM data easily accessible right from POS devices” and said it also delivers “consistent experiences across every sales channel by integrating CRM data into omnichannel customer journeys.”

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