Aldo to revamp digital

Aldo is planning a redesign of its online and mobile web stores in order to improve the brand's cross-channel strategy. The new sites will focus on better personalization, easy checkout and improved style content.

The company operates 2,000 brick-and-mortar stores, with e-commerce sites in Canada, the United States, and the U.K.

By improving e-commerce sales, Aldo hopes to avoid the continuous discounts that have plagued other retail brands, reported Glossy.

"By driving customers to the best styles for them at the right times, no matter where they shop, we've improved sales without getting bogged down by discounts and promotions," Serge Rose, Aldo Group's director of customer applications, told Glossy.

The decision to revamp the digital sites came after Aldo's site repeatedly crashed on Black Friday 2015. Since then, the company has partnered with SAP Hybris to improve the site's functionality, which has helped increase conversions by 12 percent and year-over-year sales by 20 percent.

Part of the upgrade was to improve content in order to better assist customers in making purchases. Consumers themselves were the ones asking for more contextualization and more flexibility. For example, the websites now has a feature called Style Finder that asks shoppers three questions and then shows products to match those descriptions. When the site relaunches, there will be more product pages like those on Style Finder, with better personalization.

The digital upgrade will also affect in-store technology. Using the mobile app, launched in 2015 and part of the revamp, shoppers can scan shoes for product information, style content and to request a size. In-store devices can show customers what inventory is available online and in other locations.

The company will also begin testing UberRush next year. Other retailers already offering the local retail delivery service, which launched in April of last year, include Harris Teeter and Dick's Sporting Goods.

For more:
- see this Glossy article

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