SAP Emarsys Hones ALDO Group Customer Experience with Data Insights and AI

Online shopping continues to grow and, ever-present in the palm of our hands, so does our love of mobile. This means a mobile-first, omnichannel engagement strategy is essential for brands to connect with customers across online platforms and in-store, to create a winning customer experience.

The ALDO Group, a fashion company based in Montreal, Canada, that sells footwear, handbags and apparel, were eager to stay ahead of expanding customer demands. It recognized the expectation for an integrated and seamless shopping experience, and knew it needed to find effective personalized omnichannel solutions to create innovative experiences to delight their customers. The integration of in-store and online behavior, purchases and browsing history would be integral to keeping customer experience consistent and engaging.

A new era of consumers brings new challenges and opportunities for retailers. Two-thirds (66%) of US consumers now make purchases on mobile and consumers who have their favorite brands’ app on their phones are 36% more driven by offers and incentives. To maintain a deep understanding of the customer, ALDO Group faced the challenge of integrating data from in-store and online customer interactions to develop a mobile first, personalized, omnichannel marketing approach while continuing to offer the fair prices and high-end customer service its customers expect.

The company came up with an integrated commerce experience that could enable e-commerce, in-store point-of-sale and ordering solutions to operate as one unit. In addition to overhauling its commerce solutions, ALDO Group recognized an urgency to increase customer loyalty across channels, including via mobile push and in-app messaging, and saw a solution with the SAP Emarsys customer engagement platform. Expanding the way in which ALDO Group communicates customers is key to driving loyalty, as potential customers expect brands to communicate in a way that appeals to them. Understanding the right channel, at the right time is essential and as Joanna Milliken, CEO at SAP Emarsys commented, the opportunity “…often starts with making sure that you’re meeting your customers where they are,” Milliken said. “On that mobile device. We know when they do that, they’re also more likely to convert.”

SAP Emarsys saw an opportunity to reinvent ALDO Group’s commerce and omnichannel platforms with the implementation of its innovative customer experience solutions. By leveraging predictive AI, new audiences were discovered, and shoppers were offered AI leveraged personalized products based on availability, location, segmentation, and preferences.

Accurate data is integral for developing customer experience in the digital age – so the integration of browsing and purchase history through physical and digital channels was ALDO Groups’ immediate priority when partnering with SAP. The group leaned into SAP solutions to connect critical data and create a holistic view of the customer. SAP Emarsys supported ALDO Group with seamless integration of customer data, heightened personalization capabilities, cross-channel marketing execution, and intelligence and analytics to drive best in class omnichannel marketing strategies and tactics.

Together, ALDO Group and SAP deployed SAP Emarsys and SAP Commerce Cloud, in conjunction with SAP Customer Activity Repository, to develop a new foundational customer experience solution. The solution enabled real-time inventory alongside a 360-view into customer experience to drive accurate demand forecasting and ultimately revolutionize the customer experience.

With the deployment of SAP Emarsys and development of its new core customer experience model, ALDO Group charted a path to near- and long-term growth. Empowering marketers at ALDO Group with an omnichannel marketing strategy keeps customers engaged in store and online while customer loyalty and trust in the company’s signature brands are strengthened.

While a key driver to growth, the company’s digital transformation is not only about impacting customer experience. In a pursuit to reach net-zero emissions by 2050, the development of this high-tech e-commerce platform supports ALDO Group’s sustainability goals with business-critical insights and analysis. Interestingly sustainability is increasingly having an impact on customer loyalty – 21% of Americans are now more loyal to brands with a commitment to sustainability, up from 18% in 2023.

You can read more about the Customer Loyalty Index and how ALDO Group is seeing success with SAP Emarsys at www.emarsys.com.

“We are committed to a relevant, reliable, and responsible approach to AI, which is giving marketers the freedom to innovate and re-imagine what is possible in this new era of marketing. By infusing AI into everything we do, SAP Emarsys will help our customers save time and effort on complex tasks, so they can focus on ROI and delighting their customers.”

Joanna Milliken, CEO, SAP Emarsys