AllSaints MPOS nominated for Digital Award
Fashion brand AllSaints has been nominated for Digital Initiative of the Year after rolling out a mobile point-of-sale system globally, aiming to improve
AllSaints has been nominated for Digital Initiative of the Year at the RG Excellence Awards. The fashion brand's nomination follows its global rollout of a mobile point-of-sale (MPOS) system, replacing its old electronic point-of-sale (EPOS) setup.
According to the source, the company partnered with software firm NewStore for the launch. The rollout began in UK shops before expanding to the United States, Europe, and Canada.
Transforming the in-store experience
AllSaints chief transformation and technology officer Alfie Meekings stated the move was "really about transforming the customer experience." He explained the goal was to give the brand's 1,200 global team members better tools.
Before the shift, the company described its old EPOS as "a burning platform and siloed channels." The new MPOS system aims to change that. Teams are no longer tied to fixed till points. They can stay with customers as they browse, scanning items and completing transactions directly on the shop floor.
Meekings elaborated on the brand's philosophy. "It's not only about selling clothes - it's about creating the feeling you get when you find something you love," he said. The system allows for more flexible service. Customers can choose a traditional checkout or have purchases brought to them while seated. Tap-to-pay functionality simplifies contactless payment.
Foundation for future services
The executive noted that MPOS serves as "the foundation for what comes next." With NewStore implemented, AllSaints has introduced clienteling tools in 14 stores worldwide. These tools are meant to provide a more personalised service.
Further capabilities like endless aisle and remote cart functionality are planned. The company aims to continue raise the customer experience.
Training for the new system was led by existing store team members from North America, Europe, and the UK. Meekings said this approach made the change more relevant for daily users. He assured that the technology offers flexibility rather than imposing a single way of serving customers.
Commercial and operational impact
Measuring the direct commercial impact can be difficult. However, Meekings highlighted a key metric. The company has seen "a really meaningful increase in units per transaction in MPOS stores compared with a control group."
This suggests the added flexibility positively influences sales. It might allow customers to keep browsing while purchases are prepared. Operational benefits have also been observed. These include faster delivery receiving and stock replenishment processes.
Meekings reflected on the broader lessons of the transformation. "Every transformation project is ultimately about people," he stated. He advised other retailers considering a similar move to focus on their teams' experience. Involving colleagues who understand the stores and customers can make a huge difference.
The RG Excellence Awards, where AllSaints is shortlisted, will be held at the Underglobe on 14 October 2026.
