ALDO is a multinational retailer headquartered in Quebec that specializes in shoes and accessories. Founded in the early seventies, today it has around 3,000 stores spread across 100 countries.
So how they communicate with their customers as well as the broader consumer landscape adds up to a lot of listeners – at least potentially, anyway – meaning that choosing the right things to say to the right individual is difficult: there are simply so many people to try and reach. How do you tailor each customer with their own digital experience?
Let’s step back for a moment to look at the trajectory of ALDO
As ALDO grew and spread into new markets – and all the consequences of that in terms of new languages, preferences, currencies, etc. – they reached a point where their physical and digital journey had outgrown its infrastructure. Their content management system was no longer able to keep up with the pressures of necessity.
And so the time came for ALDO to replatform its content due to its digital maturity. It searched for a content management system that could scale with the growth of the retailer, who wants to maintain a focus on content as a core part of their ecommerce strategy.
In fact, their content management system was holding it back when it came to digital initiatives such as A/B testing and bivariate testing, conditional content, and the biggie, personalization.
In place of its content management system, they needed one that was robust enough, fast enough, and secure enough to forge elevated digital experiences for its customers.
“In today’s competitive landscape,” said Daniel Morabito, ALDO’s ecommerce product owner, “offering a personal and relevant digital experience is crucial. We needed a product that would scale with our ambitions.”
ALDO found the answer in Contentful to take the reins of its user experience journey; and it plugged it into its landing pages, promotion banners as well as its tiles and copy. Within ALDO their marketing and sales teams have around 30 Contentful users.
Whenever there is a big launch, the teams can manage the content ahead of time without worrying about blockers related to the content management system. For example, the ALDO team could plan and carry out all of their content for a SAP launch way ahead of time. And then the day after launch… nothing. They didn’t need to worry about any content issues because they had the time to execute the plan.
With much time saved, their developers could instead focus on other initiatives.
The time it takes to publish content now has dropped a lot, with ALDO’s marketers able to carry out continuous updated content.
Today, Contentful is a major foundational block of what makes ALDO so successful. With such a quick and direct communication channel as well as features for personalization, the company is better placed to produce tailored content to their customers so that they can receive the most relevant content for them.
After switching to a more agile platform, ALDO reflected on what they actually had to learn before replatforming. For example, they had to make sure that any new system could align with a company’s longer term strategies 3-5 years in the future. In addition, a lesson they learned was to understand the limitations of the current content management system and the issues that all workers are having with it – not only the marketing team but the devs and admin staff and any other team that has contact with the platform.