Big Changes, Bigger Innovations: What’s New in Aptos ONE 2025.1

It’s here — our first product release of 2025!

The Aptos 2025.1 release marks an exciting milestone, not just as the first product release of the year, but also as the beginning of a transformative shift for our company. This year, we’re making our largest R&D investment in Aptos history, fueling innovation at an unprecedented pace.

With 2025.1, we also kick off our transition to five major releases per year, up from two — starting with Aptos ONE and OMS. That means faster enhancements, more frequent innovations, and even greater value for our customers.

Now that 2025.1 is officially released, we’re thrilled for our SaaS customers to explore the new capabilities and advancements available to them. While we’ve already shared detailed release notes and key highlights with our customers, I want to take a moment to share my personal perspective, focusing on the most impactful updates in Aptos ONE 2025.1 and what they mean for our clients and those considering making the move to our modern and cloud‐native POS platform.

Curious about what’s new in Aptos ONE 2025.1? Here’s a look at what I see as three of the most impactful newly added capabilities. Let’s dive in.

1. Personalize the Customer Experience with the Customer Insights View

The more personalized you can make the experience for shoppers, the more likely they are to become loyal customers and brand ambassadors. That is the premise behind several of the new features available in 2025.1.

The new Insights view tab on the customer profile displays key data about each customer, including loyalty information, sales and returns information, and average purchase history. In the customer purchase history section, product images are now displayed in search results and transaction details, offering a visual representation to help the store associate get a sense of the customer’s preferences.

Aptos ONE has always had detailed customer information available in the platform; however, in 2025.1, we are surfacing that information in a way that is highly visual and summarized for the associate, so at just a glance, that associate knows the shopper in real time. This makes personalization via Aptos ONE very natural and seamlessly integrated into customer‐associate interactions. And best of all, you’re not asking that associate to grab a different device or log in to a different system to access important customer information — you are making it available directly in the POS UI.

We have also added the option of sending pop‐up messages to store associates that provide information that could help them deliver an elevated, personalized experience to customers. This could be as simple as a happy birthday message with the option of offering a birthday promotion, a message to acknowledge a tiered loyalty customer, or other personalized messages designed to create a positive shopping experience.

2. E-Commerce-Like Capabilities Enhance the Store Experience

At Aptos, we never paid attention to the headlines proclaiming that “the store is dead.” We know that 70%+ of all retail transactions still occur in the store, and the store (appropriately reinvented and modernized) will endure. At the same time, we fully appreciate the importance of digital commerce, including creating a seamless experience for shoppers across both digital and physical touchpoints and, in some cases, taking some of the customers’ favorite aspects of online shopping and incorporating them into the store experience.

That is why in Aptos ONE 2025.1 we have made significant updates to the product detail page to include suggested items, which are personalized product recommendations. We also added ratings and reviews to be displayed within the product details to help associates build customer trust and better inform customers’ purchasing decisions.

It is well documented how effective personalized recommendations and ratings and reviews are in boosting conversion rates and sales in the digital domain, and we are excited to bring these capabilities into the store via POS.

Best of all, there are no data disconnects here — Aptos ONE can be configured to access the same data source as the retailer’s e-commerce site for this information. This ensures a consistent selling experience across all points of engagement with the customer.

3. Empowered Associates Are More Effective: Introducing the New Associate Landing Page

I recently read an article from another software vendor that talked about how AI will transform the store experience. Oddly enough, it never mentioned store associates. Which I find baffling.

While Aptos is investing in AI capabilities within Aptos ONE, which you can read about here, a core theme of our investment focus — with AI and otherwise — is delivering capabilities that help associates better serve shoppers and more effectively contribute to store performance goals overall.

One example of enabling this is the updated landing page in Aptos ONE 2025.1. When associates log in to Aptos ONE, their home screen (fully configurable by the retailer) features actionable data such as flash sales and store goals. A custom message can also be posted, such as, “Don’t forget to mention that shoppers can receive 20% off their purchase today by joining our loyalty program!”

Other revisions to the landing page include the ability to choose background images, revised buttons, and overall enhancements that contribute to an aesthetically pleasing and highly functional UI that best represents the retailer’s unique branding.

There’s (Even) More in Aptos ONE 2025.1

While the 2025.1 enhancements described above are those that I believe will deliver some of the greatest and most immediate impacts for our Aptos ONE clients, I’ve barely scratched the surface of everything that’s included in our latest release.

I encourage all clients to view the detailed release notes, which can be found in the Product Documentation section of the Customer Support Portal. Release notes are available for all Aptos applications.

If you are not a current Aptos ONE client but would like to learn more about the platform and its capabilities, I encourage you to visit our Aptos ONE resource center.