Works | ALDO
Crafting a Unified Phygital Experience for ALDO in 4 Countries
Company Brief
Aldo, founded in 1972 is a global fashion brand offering on-trend footwear and accessories. Now operating over 3,000 points of sale globally, their mid-range fashion enjoys a strong following in South East Asia with over 80 stores across Singapore, Malaysia, Thailand and Indonesia, operated by Montreal Pte Ltd, ALDO’s official partner for the region.
ALDO approached Codilar with a vision of building a fully unified omnichannel e-commerce platform to grow their customer base in Singapore, Thailand, Indonesia and Malaysia. They wanted to seamlessly integrate the physical and digital shopping experience.
Objectives &
Challenges
ALDO was already running their online store on Oracle SuiteCommerce in Singapore. Being an aged & SAAS platform, this had huge limitations in flexibility due to which they could not achieve their objectives and had started to impact the business growth.
Also, the existing platform license was due for annual renewal in 2 months, which meant we had to complete the replatforming in very short time, to prevent the unwanted cost.
- Omnichannel Experience: ALDO already had a strong presence in the region with over 80 stores. They wanted to establish a revamped digital presence and offer an omnichannel shopping experience to the customers. They wanted to combine the in-store & e-store data including previous purchases, loyalty points, preferences etc to offer a seamless experience.
- Loyalty Program: Being one of the world’s favourite brands, ALDO’s sales were mainly driven by their popular loyalty program A-List. They wanted to offer this to their online users as well, which meant deep integration of the existing POS / CRM systems to the ecommerce platform.
- Powerful Promotion Engine: Similar to loyalty, ALDO also wanted to offer unified offers and promotions to both online and offline users. This needed a sophisticated promotion engine which could allow multi-layered discounting combined with loyalty points redemption.
- Global Expansion: ALDO wanted to expand their digital presence into 4 countries in South East Asia (Singapore, Malaysia, Thailand and Indonesia) and beyond, offering the users a fully localized experience (multi-currency, multi-lingual, local payment & shipping).
Solution Approach
We knew we were going to be part of something very big, right from our first meeting with ALDO. Adobe Commerce was the no-brainer solution that ALDO needed which could address all their key objectives. Sheer power and flexibility of Adobe Commerce also ensured that it could satiate the future requirements.
We had very short time and had to align all key stakeholders to the project to dig out deep insights and make the project a thumping success.
Workshops
Our team of Solution Specialists and Business Analysts flew to Singapore for in-person brainstorming with all the key stakeholders. We pulled in people from all Marketing, Brand, Technology and Management and had rigorous sessions to capture priceless insights. We had to ensure all the teams were aligned to the ambitious goal.
6 Weeks Project Plan
We charted out a 6 weeks plan with 3 sprints of 2 weeks each for designing, developing and launching the first Singapore website. The team formation consisted of Product Owner, UX Designer, Magento Backend Developers, Magento Frontend Developers, QA and Scrum-master.
Solution Highlights
Superior UX
Single Customer View & Loyality
Unified Inventory
We integrated and exposed the stocks in all warehouses and stores to the Adobe Commerce platform leveraging the Multi Source Inventory (MSI) feature. The realtime and bi-directional integration offered new benefits.
- Zero discrepancy in inventory data across systems
- Optimum utilization of stocks
- Endless Aisle for walk-in customers as they could now order products which are available anywhere in ALDO ecosystem
Omnichannel Order Orchestration
We implemented a system to seamlessly orchestrate the incoming orders from all the channels. We developed algorithms to efficiently assign inventory to each order based on the customer location, stock location and product availability. ALDO staff could also override the automatic assignment, if needed.
For example, if a customer ordered multiple products from one of the islands in Indonesia, the ALDO staff could easily assign the order, create internal transfers, print labels, request for pick-up etc from within the Adobe Commerce platform itself.
Multi-layered Promotion Engine
Multi-Website, Multi-Currency Multi-Lingual
Recommendations Powered by Adobe Sensei
Shoppable Instagram Feeds
Marketplace Integration
Results
- First country Go-Live in 6 weeks
- Doubled the Order Volume
- Drastically reduced dead stocks, thanks to unified inventory across stores, warehouses, ecommerce, Lazada and Shopee.
- Boosted conversions upto 150% with a superfast website and ALDO’s evergreen loyalty & promotions
- Easier store operations (order orchestration content management, merchandising and promotions)
- Reduced 15% Total Cost of ownership
Testimonials
A reliable, young and vibrant team, guided by seasoned tech leads and architects, is Codilar. We have customized Magento to the highest level to suffice our business needs within a short frame of time. Without Codilar, it would have been improbable…Thanks”
Vijay G
Head of Technology, ALDO Singapore
Recognitions
- WINNER
Rising Star Partner of the Year
- RUNNER UP
