Case Study: Charles Clinkard achieves an inclusive, omnichannel points‑based loyalty programme with Aptos

Transforming Charles Clinkard’s paper-centric loyalty scheme into an inclusive, omnichannel customer journey

Charles Clinkard, the family‑owned UK footwear retailer with 30+ stores, faced a paper‑centric loyalty scheme that limited inclusivity and prevented data capture for an omnichannel customer view. To modernize rewards and better understand shopping behaviour, Charles Clinkard partnered with Aptos, deploying Aptos CRM alongside the Aptos Loyalty Module and Aptos AOM to replace the old voucher‑based seventh‑pair offer with a multichannel, points‑based program.

Aptos migrated historical data, integrated real‑time EPOS with CRM and AOM voucher management, and launched a 1 point = £1 scheme (5% back after 100 points) redeemable online or in‑store. The Aptos solution drove measurable impact: voucher redemptions have generated nearly £1m, 46% of in‑store transactions are now linked to loyalty, 81% of redemptions occur in‑store (with ~80% of vouchers issued by email), increased average annual spend toward £100, and higher footfall, repeat purchases and positive customer feedback.

Charles Clinkard

Graeme Boulton

Multi Channel Manager