AllSaints MPOS earns retail award nomination

AllSaints has been nominated for Digital Initiative of the Year at the 2026 RG Excellence Awards. The fashion brand's nomination follows its global rollout of a new mobile point of sale (MPOS) system. It replaces the old electronic point of sale (EPOS) setup.

The company partnered with software firm NewStore for the launch. Implementation began in UK stores. It then expanded to the US, Europe, and Canada. Chief transformation and technology officer Alfie Meekings said the move was about transforming the in-store customer experience.

Transforming the customer experience

Alfie Meekings explained the transition's core goal. One of four key pillars of the brand's global transformation focuses on customers. The brand described its previous EPOS system as a burning platform with siloed channels.

The new system gives 1,200 team members globally better tools. Staff are no longer tied to fixed till points. They can stay with customers as they browse. They scan items and complete transactions directly on the shop floor. The system also allows for seated service. Staff bring wrapped purchases to customers. Tap-to-pay simplifies contactless payment.

Meekings elaborated on the brand's philosophy. It's not just about selling clothes. It's about creating the feeling you get when you find something you love. The MPOS system aims to make buying clothes more engaging and personal.

The foundation for future services

The executive noted that MPOS is seen as the foundation for future developments. With NewStore in place, AllSaints has introduced clienteling tools in 14 stores globally. These tools are designed to provide a more personalised service.

Further capabilities are planned. These include endless aisle and remote cart functionality. The goal is to continue elevating the customer experience. The shift required an adjustment for store teams. Meekings said they adapted brilliantly.

Training was led by team members from North America, Europe, and the UK. This approach made the change more relevant for daily users. The technology offers flexibility. It allows for both traditional till service and more personalised interactions.

Commercial and operational impact

Isolating the impact of one change can be difficult. However, Meekings highlighted a meaningful increase in units per transaction in MPOS stores. This was compared to a control group. It suggests the added flexibility has a positive effect.

The system lets customers continue browsing while purchases are prepared. It also enables transactions directly on the shop floor. Operational benefits have been observed. These include faster delivery receiving and stock replenishment.

Meekings reflected on the learning curve involved. Every transformation project is ultimately about people, he stated. He advised other retailers to spend as much time thinking about their team's experience as the technology itself. Involving colleagues who understand the stores and customers can make a huge difference. The RG Excellence Awards ceremony will be held at the Underglobe on 14 October 2026.