Aldo transitions into a digitally-centric brand with new online presence

Shoewear brand Aldo has just entered the last phase of its digital transformation for its e-commerce platform. Raising the bar with a new in-store and mobile channel, Aldo has upgraded its online presence.

The new responsive website includes various changes in order to help push strong momentum with mobile transactions. The site, brought to life in partnership with Work & Co, also aims to help drive its e-commerce goals for the company, boosting Aldo’s sales in footwear and accessories. Some of the website’s new features will give shoppers a lightning-fast online experience, more premium visuals including fashion photography, functionality across all devices, as well as styling tips from social media influencers. "We are committed to designing a universal digital experience: accessible, responsive, social, human-centered, and most of all, easy to evolve and scale," said Grégoire Baret, GM of Experience Design.

Aldo launches new omnichannel strategy with e-commerce site

Overall, the new experience is set to help improve the customer experience for Aldo shoppers. "We involved our consumers at each step of the creative process, focusing on flows and details to go beyond convenience and build meaningful services for style seekers,” Baret said in a statement. The digital storefronts will be live in several markets including the U.S., Canada, and Europe. As a core engine for the brand’s omnichannel strategy, Aldo is proving its focused on a more tech-savvy appeal.

With the customer at the forefront of the brand’s new website, it’ll be interesting to see how sales fare after the launch. The company also just underwent a new leadership change, with founder Aldo Bensadoun naming his son David Bensadoun as the new chief executive officer. After these new changes, the brand’s focus has remained on a main digital aspect as well as bringing Aldo to the next level. "In creating ALDO's new site, we focused on elevating the brand to ensure shoppers get a rich, premium experience,” said Rachel Bogan, a partner at digital product agency Work & Co.

This marks a new transition for the company, founded originally in 1972. The Montreal-based footwear company currently has 2,300 points of sale stores in 100 countries globally. With over 20,000 employees currently, the company remains a viable brand in shoewear and accessories. With its signature brands Aldo and Call it Spring, the footwear company is attempting to grow more through its online and mobile site.

Photos: Aldo