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The Key to Sustained Competitive Advantage: Aptos

thesiliconreview-noel-goggin-ceo-aptos-17In an era of virtually limitless choice, sustained competitive advantage only comes to retailers who engage customers differently—by truly understanding who they are, what they want and why they buy. At Aptos, the team believes that engaging customers differently is critical to our success. It is committed to a deep understanding of each of its clients, to fulfill their needs with the retail industry’s most comprehensive omnichannel solutions, and to fostering long-term relationships built on tangible value and trust. More than 500 retail brands rely upon its Singular Commerce platform to deliver every shopper a personalized, empowered and seamless experience… no matter when, where or how they shop.

Who We Are, How We Work, What We Do

Let’s dispense with the statistics: 45 years of experience. 48 countries. 270 leading retailers. 500 top brands. 38,000 mobile devices. 122,000 physical and online stores. 245 million consumer names. $500 billion of annual customer revenue processed through our solutions.

They’re all impressive numbers. And they’re about what you’d expect from the leading provider of end-to-end solutions to softgoods, hardgoods, specialty and general merchandise retailers. But they’re not what really counts.

What matters more to us as we expect does to you is the actual value we can deliver to your business: the difference we can make in taking your business from where it is today to where you want it to be tomorrow by driving customer engagement, productivity, profitability and growth. And that depends on four things.

A Partner You Can Depend On

One is being able to work with a team of professionals who are not just technology vendors but long-term partners materially invested in your success. Aptos is. We help your business achieve its full potential through structured collaboration in all endeavors, from planning through execution and ongoing support. To the point that we link our own compensation directly to your satisfaction with our results. In other words, we walk the walk. “Our goal is to establish long-term, satisfying relationships with both our customers and our colleagues that are built, first and foremost, on value and trust,” says Noel Goggin, Aptos CEO.

A Superior Approach

A second critical factor is being guided by sound principles, not just the pursuit of profit, so we can work together for the right reasons and in the right way.

For us, that’s the Aptos Way. Its defined by our willingness to attack challenges creatively and urgently with a never say die approach. Its about always putting your needs first. Its also about authenticity: being prepared to talk straight without exception and to honor our promises without fail.

With all of this, our commitment to engage customers differently is more than a tagline: It reflects a customer-focused culture that shapes everything we do.

A Strong Organization

A third important success driver is a well-run organization. At Aptos, cohesive leadership by the industry’s top executives and senior managers reinforces quality, initiative, discipline and accountability at all levels, while fostering the desire to excel; to rise above business as usual to work differently and achieve more.

We are supported in this endeavor by a highly involved community of retailers and partners. Our Executive CIO Council, Strategic Advisory Boards, and annual Insights conference are just some of the forums we rely upon and that you can leverage to collaborate, strategize and grow. But this too is only part of the Aptos formula for success.

Exceptional Solutions Aligned with Your Needs

The fourth element in our value equation is the fit we establish between your business and ours. Our proven ability to meet the varied needs of many different retailers means that we probably have what it takes to meet yours. Our advanced, end-to-end solutions are developed on a singular commerce platform to unify omni-channel environments and seamless customer experiences, and deployed via the Cloud to optimize efficiency, agility and cost management.

But whether you sell apparel or shoes, jewelry or sporting goods, and whether you have fifty stores or five thousand, we know that your business is in some ways unique. That’s why we invest substantially to understand your business, and apply our solutions in ways that are ideally suited to your environment, processes, customers and objectives.

Our Bottom Line

So what do you get when you engage Aptos You get a partner you can depend on with a superior approach; a strong, well-run, customer-focused organization; and industry-leading solutions that are unsurpassed in design, function and fit. And when you put all that together, you get the assurance of meaningful, measurable results that will drive the needle on your success.

Aptos Analytics; Analytics at Its Best

One View of the Enterprise

Wouldn’t it be great if you could easily dig through your mountains of data—and make clear sense of that data—to expose a consolidated, holistic view of your entire enterprise? A view that identifies the right action to take at the right time to positively impact sales, marketing, margins and inventory productivity?

Deeper Insights for Better Decisions

Aptos Analytics combines advanced data warehousing and sophisticated retail big data analytics to aggregate, integrate and illuminate information from across your retail organization, allowing you to take full advantage of the power of one view of the entire enterprise. The solutions’ powerful, easy-to-use tools are designed to ensure that merchandising, marketing, store operations and executive teams make highly effective decisions, fully informed by what’s happening within and across each area of the business.

As a result, Aptos Analytics equips you to quickly understand and correctly respond to constantly changing conditions with actionable and repeatable processes that tackle your team’s biggest challenges, giving your team more time to think strategically and effectively run the business.

Aptos CRM and Clienteling

The Power of One Customer

You know the challenges: fierce competition from other retailers and increasingly demanding consumers. Together, they make customer loyalty both imperative for your business and extremely difficult to achieve. Combined with an ever-growing list of retailers working harder than ever to lure your customers away, you need to work smarter than ever to retain them and build their value to your brand. And you also know the potential impact of one-to-one customer engagement on loyalty and revenues, but you haven’t found a solution that makes it easy.

Identify, Profile, Segment, Engage, Motivate, Reward

Aptos can help you put the Power of One to work in your brand. Aptos CRM combines a 360-degree view of your customer with powerful segmentation, loyalty, and campaign management tools. Together, they help you identify, profile, segment, engage, motivate and reward each customer by creating personalized, consistent customer experiences across channels that drive visits, sales, enhance loyalty and nurture campaign effectiveness.

245 Million Shoppers Can’t Be Wrong

Aptos’s long history in retail CRM spans 22 years, and our solutions power 175 retail brands that engage over 245M shoppers every day through our solutions. We help you build consolidated customer profiles that include what they buy, what they want and how they engage through multiple channels via increasingly complex paths to purchase. We then help you apply that knowledge to design, execute and manage personalized, relevant, and high-impact loyalty programs, marketing campaigns and real-time communications throughout the customer lifecycle.

The Inherent Power of Each

The power of Aptos’ solution lies in the inherent ability for every associate to know what each customer purchased, returned, viewed, visited, clicked and liked, in every channel and in very location. The power of Aptos CRM lies in rich analytics that uncover hidden gems about purchase behaviors and shopper tendencies that help merchants develop offers that capitalize on those tendencies to drive traffic, revenue and margin. The power of Aptos CRM lies in your ability to know each customer as if they were your only customer.

Social Responsibility: A Business Commitment from a Broader Point of View

As a business leader in retail, you are responsible for directing and managing your company to ensure it remains stable, profitable and able to grow. It’s no different for us: We focus our efforts first and foremost on the success of our clients, but the intended result of those efforts is to build a durable, thriving organization that continually benefits our stakeholders. Those stakeholders, however, include more than just our customers, owners, executives and employees. They also include their families all the other people who receive and share the benefits of what we produce.

From this broader perspective, our business is not just a generator of profit but also part of a larger community and an agent of growth. As such, we have a responsibility to support not only those for whom it provides the privileges and rewards of good work, but also those who deserve and aspire to have the same kinds of opportunities. We are especially motivated to help children in difficult circumstances who could never access those opportunities without basic foundational resources such as education and secure home environments.


For these reasons, Aptos is proud to have joined with dozens of other retail industry companies to actively support RetailROI—the Retail Orphan Initiative.

RetailROI is a registered charity supported by close to fifty leading retail technology suppliers, consultants and media organizations, as well as countless individuals who contribute to their fundraising initiatives. Its mission is to provide real solutions for vulnerable children worldwide by raising awareness; by building a sponsor and funding network among retailers, vendors and manufacturers; and by channeling resources to proven, local organizations delivering frontline support directly to those in need.

Since its inception in 2008, RetailROI has raised more than tens of millions of dollars for a diverse range of projects in 17 countries around the world. These include programs to educate and empower girls in Liberia; to acquire cattle for farming in rural Congo; to provide education for orphans in Honduras; to combat child trafficking in Nepal and India; to establish computer labs for schools in many locations; and to deliver support and resources for foster families in the US. More than 90% of the funds raised go directly to the programs they are intended to support.

Meet the Mastermind

thesiliconreview-retail-cover-17Noel Goggin, CEO & Culture Leader: 25 years in technology solution leadership, including Epicor Retail, JDA, RedPrairie, Store Perform and Ecovate. Noel is a naturally curious person and an avid traveler, having visited 44 states in the US as well as 37 countries across the globe. He is also a sports fanatic, both as spectator and player, and he especially enjoys soccer, golf, skiing, and Hurling, the fastest game on grass and the national pastime of his native country of Ireland.

Noel on the Aptos Way: “Many companies are fraught with politics, confusion and, as Jim Collins would put it, ‘genius with a thousand helpers.’ Working with startups helped to frame my view that the people are far more capable than they realize, and that by providing a healthy working environment where players can express themselves, be empowered, and focus on results, I believe that Aptos can provide a great environment where the ‘good guys’ want to work, free from politics and focused on enabling our customers to drive game changing business results.

“Growing up on a farm has taught me the value of transparency, responsibility and hard work. I believe that most people want to feel part of a winning team, to engage our customers in a more personal and rewarding manner, and to identify with community goals that are larger than ourselves.”

“Our Singular Commerce platform delivers comprehensive solutions on a single, secure platform in the cloud to provide personalized, seamless experiences no matter how customers choose to interact with your brand.”