Company name: Aldo
Industry: Retail
Web References: Nation Retail Federation, Salesforce, Facebook, Twitter, Instagram
Companies are seeking out the expertise of third party social media specialists to help them cultivate a fruitful relationship between their consumers and their brand. Salesforce has been a leader in connecting companies and the customer. An partnership partnership between Aldo and Salesforce.com, was key in facilitating co-creation and dialogue between corporate, employees and customers. Salesforce is a third party company, which specializes in customer relationship management through personalized interfaces. Aldo leveraged the suite of applications created by Salesforce to have a digital relationship with their customers.
Companies are seeking out the expertise of third party social media specialists to help them cultivate a fruitful relationship between their consumers and their brand. Salesforce has been a leader in connecting companies and the customer. An partnership partnership between Aldo and Salesforce.com, was key in facilitating co-creation and dialogue between corporate, employees and customers. Salesforce is a third party company, which specializes in customer relationship management through personalized interfaces. Aldo leveraged the suite of applications created by Salesforce to have a digital relationship with their customers.
Aldo recognized that the retail environment has significantly changed with the introduction of digital technologies. Consumers are using multiple channels to influence purchase decisions. Shopping online and in store are interchangeable, with buyers comparing pricing, trends on mobile devices. Shoppers also share pictures of items and ask their social networks for opinions. The modern buyer expects highly personalized service in store and online. Aldo capitalized on the evolving cross-channel customer decision journey by bringing Salesforce to the table and asking them to develop tools to gain better understanding of their customers’ preferences and shopping tendencies.
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 App Cloud: “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.
With the installation of Aldo’s app, sales associates are able to cross-sell and up-sell thanks to Salesforce’s Mobile Clienteling platform, which puts information about customers at a sales associate’s side via mobile device. The platform consolidates every consumer interaction with Aldo: online, in store, call center or through social media. This single view of consumer data allows Aldo to action with and informed strategy. Aldo also uses Salesforce’s ExactTarget Marketing Cloud for social listening.
Conclusion: Aldo has leveraged its current interactions with its consumers by enlisting the help of a third party to distil the information. This intelligence informs Aldo staff on all levels to cater to the buyers needs, resulting in a higher probability of sale.
Author: Stephanie Lau
If you have concerns as to the accuracy of anything posted on this site, please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.