Aptos Powers Up Retail Operations, Expands with The Buckle and WSS
Billboard Women in Music 2025
Aptos, the unified commerce solution provider, has released a host of announcements timed for the National Retail Federation Big Show in New York this week, including deals with The Buckle and WSS.
Aptos also said it was making an unprecedented increase in research and development investments for 2025 — targeted at enhancing the capabilities of its Aptos One platform.
The company said this strategic decision is poised to address the evolving challenges in retail technology, emphasizing accelerated product releases, advanced AI integrations and a seamless unified commerce experience.
With The Buckle, Aptos said the retailer has picked Aptos One to be its new point of sale (POS) platform. “With Aptos One, Buckle teammates will have access to cutting-edge technology that enables personalized and efficient interactions with every guest who visits a Buckle store,” the company said adding the retailer offers a curated mix “of high-quality, on-trend apparel, accessories and footwear” and operates more than 440 stores.
Regarding the impetus to implementing Aptos One, the company said Buckle had been using its software since 2018, but decided to move from Aptos’ Windows-based POS system to Aptos One to create a better shopping experience for consumers and level up its operations. Brandon Hauff, vice president of IT at Buckle, said, “Aptos One is an extremely cohesive system, offering advanced store operations and guest engagement capabilities within a flexible platform. With the Aptos One app, Buckle teammates have everything they need to add value to the guest experience, including guest insights, product details, inventory information and loyalty status.”
Hauff said the retailer’s mission “is to create the most enjoyable experience possible for those shopping with us and those working for us. Our investment in Aptos One supports that mission, bringing to life an experience that is relevant, informed and frictionless.”
Jeremy Grunzweig, general manager at Aptos, noted that Buckle “has consistently demonstrated excellence in retail operations, fostering a culture of learning, growth and evolution. With advanced omnichannel and customer engagement capabilities, Aptos One is uniquely equipped to support Buckle’s dedication to unified commerce and creating enjoyable shopping experiences.”
Separately, Aptos said WSS has deployed Aptos One POS for all the same reasons as Buckle. From improving store operations to deploying more effective customer engagement strategies, the subsidiary of Foot Locker Inc. is rolling out Aptos One at a time when WSS enters a growth phase. WSS said it was tapping Aptos’ technology last July. Aptos said dozens of WSS stores went live on Aptos One POS immediately prior to the holiday shopping shopping season, with the remainder set to adopt the solution in early 2025.
The footwear and apparel retailer has had new store openings in Texas, Nevada, Arizona and Florida, “alongside the strengthening of its already significant footprint in California,” Aptos said, adding that as part of its expansion strategy and commitment to retail excellence, “WSS is embracing cutting-edge technologies designed to meet the demands of today while ensuring adaptability for the future.”
“We are a visionary organization, and our technology investments reflect that,” said Sarah Derba, senior director of information technology, at WSS. “Modern software architectures are important to us, and so is field performance. When evaluating POS systems, we put a lot of consideration into questions like, ‘How is this going to perform in the field?’ and ‘Is this going to make the job easier and better for our employees?’”
Derba said now that the retailer is live with Aptos One, “we’re seeing firsthand the positive impact that it has on employee and customer satisfaction and the overall energy in our stores. WSS employees can ring up transactions, add loyalty points, access real-time inventory and customer data, complete omnichannel orders, and much more – all from a single, mobile-first device.”
“What has impressed us the most has been the speed and ease of serving customers, and the speed and ease to configure, update and deploy the application,” Derba said. “Aptos One proves that enterprise-grade POS applications can be fast and easy to use while still offering deep functionality.”
Unified Commerce Innovations for 2025
As Aptos continues to sign on new clients and upgrade existing ones, the company has plans to invest heavily in R&D for the Aptos One platform. This year will mark the largest R&D budget commitment in Apto’s history to boost innovation and speed in product development. The company is also transitioning to a unified data model across all Aptos applications to enhance operational efficiency and data synergy.
Also on deck is an integration of AI-driven insights for enhanced customer experience, including personalized recommendations and sales insights directly within the POS interface. There will also be the launch of a GenAI chatbot to support data-driven decision-making and operational efficiency in-store.
Enhanced clienteling tools are also in the works. New features will provide store associates with comprehensive customer data such as purchase history, loyalty status and style preferences directly through the POS, thereby personalizing the shopping experience and increasing customer loyalty.
But there’s more.
Following the 2024 introduction of the Store Inventory Management (SIM) application, 2025 will see its expansion to include fulfillment capabilities, driving efficient inventory management and optimized sell-through. Aptos also said there will be a transition from biannual to five releases per year starting in 2025 to ensure the timely delivery of new functionalities. There will also be a phased rollout of a unified commerce data model via Snowflake to enable enhanced data accessibility and insights for SaaS customers related to transactions, inventory and customer profiles.
Aptos said the enhancements to Aptos One are set to significantly impact the retail industry by addressing critical barriers such as outdated systems and fragmented customer experiences. By providing a more cohesive, data-informed and responsive platform, Aptos is well-positioned to help retailers navigate the complexities of modern retail environments — offering solutions that are both innovative and practical.
