Specialty retailer steps up customer experience to support growth

Canadian footwear and accessory retailer The Aldo Group is streamlining e-commerce operations to better satisfy customers and ease international expansion.



Aldo’s previous e-commerce site had issues including inventory inaccuracy, a lack of flexibility and poor performance during high traffic periods. The retailer has overhauled its e-commerce architecture using the SAP Hybris Commerce solution as a new platform.



Specifically, the company is using the solution to work seamlessly across channels so it can expand into new regions. Working with SAP professional services personnel, Aldo has been able to simplify back-end operations and offer increased visibility into the sales lifecycle. In doing so, it has been able to optimize customer experiences in store and digital channels.



Since deploying SAP Hybris Commerce, Aldo has increased visitors to its retail sites by 4%. The retailer has also improved conversions by 12% and reported 20% growth in year-over-year sales.



The retailer plans a total site redesign in 2017, including new omnichannel payment and shipping options. It will continue to provide access to global inventory across all channels, including its mobile application, mobile points of sale and in-store kiosks. This foundation will make it easier for Aldo to enter new markets with the ability to quickly serve customers and track inventory and sales across channels.



"Ten years ago, no one believed we could sell shoes online," said Serge Rose, senior director, customer applications, Aldo Group. "However, we continuously exceeded our sales goals. With a need to scale and advance our commerce strategy to support our growth, we turned to SAP Hybris solutions. They have been critical to us in our commerce journey, enabling our brand to take the customer retail experience to the next level."