TECHNOLOGY

Books-A-Million gets better read on customers

BY Dan Berthiaume

A leading bookstore chain is opening a new chapter in its omnichannel customer experience efforts.

Books-A-Million is leveraging the cloud-based Aptos CRM solution to obtain a 360-degree omnichannel view of its customers. By deploying Aptos CRM, Books-A-Million will be able to identify, segment, engage, motivate and reward each shopper by creating personalized, consistent customer experiences across channels.

The retailer plans to implement additional cloud-based Aptos solutions to support operations and customer engagement. Other modules Books-A-Million plans to deploy include Aptos Store for point of sale, Aptos Merchandising, and Aptos Audit and Operations Management.

Books-A-Million will utilize the capabilities of Aptos CRM to collect and analyze customer information from all channels, journeys and touchpoints to support more personalized interactions. The retailer also intends to employ the technology to craft more relevant marketing campaigns and real-time communications throughout the customer lifecycle, while optimizing sales and marketing attribution strategies to drive sales and loyalty.

“Books-A-Million serves a wide variety of customers,” said Scott Kappler, CMO at Books-A-Million, Inc. “Our investment in Aptos CRM will support our commitment to offering value and differentiated experiences to this diverse customer base with promotions and product offerings that appeal to customers’ specific interests and needs. We see tremendous synergy between our customer philosophy and Aptos’ commitment to ‘engaging customers differently.”

Books-A-Million is headquartered in Birmingham, Alabama, and now operates over 250 stores in 32 states as well as an online store. Ranging from 4,000 to 35,000-sq.-ft., Books-A-Million stores feature a selection of books, magazines, bargain books, collectibles, toys and gifts, as well as special category shops within the stores.

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