“I think it's not about technology. It's about experiences.”
ALDO, a leading fashion footwear and accessory brand, started using Salesforce to gain better insight into its customers’ preferences in order to be able to serve them better. This increase in customer knowledge helps ALDO better anticipate the customers’ needs and expectations and select the best channels to engage with them more effectively. For example, customer service agents use Service Cloud to quickly access customer data, find answers, and respond to issues faster. With Salesforce ExactTarget Marketing Cloud, ALDO can participate in conversations about its brand on social networks.
Salesforce now allows ALDO to have a 360-degree vision of its customers. In the future, the company will be able to use information from Salesforce to create synergies between physical and digital channels, allowing them to interact in a fluid and personalized manner with their customers anywhere in the world.
As part of its cross-channel strategy, ALDO is also building a suite of mobile apps with the Salesforce Platform: “Style Guru” will be a hub for trend and style information; “Outfit Matchmaker” will help customers match shoes to outfits they already own; and “Virtual Shelf” will let customers quickly explore and purchase from the ALDO collection. Other apps will make it easy for VIP shoppers to pre-order items or use their phones to shop in-store. Not only are the apps fun to use, but they also help ALDO increase its knowledge of its customers, which will ultimately allow the company to provide a better service.
Mobile will also be a central part of ALDO’s store experience, starting with the “store of the future” that will open next year at New York’s World Trade Center. “Mobile bridges the physical and digital world,” explains Dean. “When we deploy it at the store level, we’ll be able to learn even more about customers and provide a totally personalized experience.”