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Books-A-Million Selects Aptos CRM to Enhance Omnichannel Customer Experience

Over 100 years in business, one of the nation’s largest book retailers will bolster its loyalty program and engage customers differently using Aptos technology

ATLANTA — Feb. 12, 2019 — Aptos, Inc., a recognized market leader in retail technology solutions, today announced Books-A-Million has selected the Aptos CRM solution to provide a 360-degree omnichannel view of each customer to enhance the overall customer experience and inspire brand loyalty and sales.

Books-A-Million, headquartered in Birmingham, Alabama, is the second largest chain of bookstores in the United States. Books-A-Million got its start in 1917 as a magazine stand in Florence, Alabama, and now operates over 250 stores in 32 states as well as an online store at While Books-A-Million’s presence has grown, the goal has remained the same: to serve each community with the best selection of books, toys, gifts and entertainment, all at great prices.

Ranging from 4,000 to 35,000 square feet, Books-A-Million stores feature an expansive selection of books, magazines, bargain books, collectibles, toys and gifts, as well as special category shops within the stores.

By leveraging the Aptos CRM solution, Books-A-Million will be able to identify, segment, engage, motivate and reward each customer by creating personalized, consistent customer experiences across channels. The platform will help the retailer continue to grow its existing loyalty programs while driving additional value for its customers.

As retailers strive to remain relevant and responsive to today’s empowered consumers, they rely on Aptos’ extensive expertise in retail CRM and proven technology that offers advanced tools for customer capture, analysis, segmentation and campaign management. Today, Aptos CRM is used by more than 175 leading retail brands to manage and personalize interactions with over 245 million retail consumers, combining multiple channels into a single, cloud-based database to better understand, engage and reward shoppers.

The selection of Aptos CRM represents the initial chapter, where Books-A-Million will have the ability to leverage additional Aptos solutions to support end-to-end retail operations and customer engagement, including Aptos Store for point of sale, Aptos Merchandising, and Aptos Audit and Operations Management — all in the cloud.

“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.’”

“Walk into a Books-A-Million store and you will see a retailer that is in touch with its customer base and that strives to provide an exceptional experience,” said Noel Goggin, Aptos CEO and culture leader. “Today’s customers demand many things from retailers, but above all they want retailers to know, respect and appreciate them.”

“With Aptos CRM, Books-A-Million will be able to leverage customer information from all channels, journeys and touchpoints to support more personalized interactions,” Goggin added. “As well, the technology will empower Books-A-Million 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.”


About Aptos “Engaging Customers Differently”

In 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, we too, believe that Engaging Customers Differently™ is critical to our success. We are committed to a deep understanding of each of our clients, to fulfilling their needs with the retail industry’s most comprehensive omni-channel solutions, and to fostering long-term relationships built on tangible value and trust. More than 1,000 retail brands rely upon our Singular Commerce™ platform to deliver every shopper a personalized, empowered and seamless experience…no matter when, where or how they shop. Learn more:

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Aptos, the Aptos logo, “Engaging Customers Differently” and “Singular Commerce” are trademarks of Aptos, Inc. All other trademarks referenced are the property of their respective owners.


Kristen Miller
Aptos, Inc.
+1 678 695 6566