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Yankee Candle heats up customer engagement


The customer journey for The Yankee Candle Company Inc. has many potential steps, and the company is ensuring they are all connected and help bring shoppers closer to making a purchase.

The retailer has selected cloud-based solutions from Aptos Inc. including Aptos Store (POS), sales audit, CRM, loss prevention, and enterprise order management. Using these applications, Yankee Candle intends to better engage customers with personalized interactions, integrate store operations and support improved decision-making through audit activities and analytics.

The company will also be able to create personalized, consistent customer experiences across channels. The enterprise order management solution will enable Yankee Candle to manage all orders throughout their lifecycle, from initiation to fulfillment and back. Leveraging the loss prevention module, the retailer will be able to analyze a central database of store-level transactions to automatically detect patterns of fraudulent activities.

Headquartered in South Deerfield, Massachusetts, Yankee Candle, a wholly-owned subsidiary of Newell Brands, sells its products through a wide variety of channels. In addition to more than 500 corporate stores, the company also operates a North American wholesale customer network of approximately 35,000 store locations, direct mail catalogs, an e-commerce website, and an international wholesale customer network.

“We selected Aptos retail solutions in the cloud to support our omnichannel retailing vison and strengthen our customer engagement,” said Dave Harris, VP of IT for The Yankee Candle Company. “We were very impressed by the strength of the Aptos cloud solution, its strong partnership-based approach to work with retailers, and the company’s tireless focus on helping clients improve the consumer experience.”
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