GRAP2552 FASHION BRANDING SEM 3 2016 ASSIGNMENT 1 BRANDING REPORT
ALDO
Student Name:
Le Thuy Linh Dan – s3501307 Tran Han Hao – s3515229
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ALDO EXECUTIVE SUMMARY
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A. INTRODUCTION
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B. BRAND PROFILE
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1)
Brand Identity
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2)
Brand Image
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3)
Product Range
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4)
Brand position in the European market
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5)
USP
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6)
Online Presence
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7)
Target Audience
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8)
Physical stores
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I)
The 10c’s of ALDO
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1)
Customer Value
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2)
Convenience
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3)
Cost
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4)
Communication
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5)
Computing
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6)
Customer Franchise
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7)
Customer Care
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8)
Community
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9)
Content
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10) II)
Customization
Issues/ Problems of ALDO’s online business
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1)
Omni channel retailing:
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2)
ALDO benefits from Omni channel retailing
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3)
Many fashion companies do not apply selling online
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4)
The things fashion companies should do to become truly Omni-channel
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5)
Prediction about the Omni Channel of ALDO in the future
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Re-design wireframes
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1)
Head of the website
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2)
Adding video campaign
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3)
Women’s & Men’s
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4)
New arrivals
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5)
Bags, Bags & Bags
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6)
Social calendar
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7)
Information section
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ALDO’s social media policy
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III)
IV) V)
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1)
Number of likes on social networks
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2)
Number of followers on social networks
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3)
The number of sale in every month
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4)
The numbers of accounts on official websites.
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5)
The numbers of people who have the accounts in Mobile/Apps
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ALDO’s mobile application
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1)
Opening the app:
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2)
Main screen:
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3)
Special features in menu bar:
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4)
Best seller:
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5)
Introduce new feature: 3D Product
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6)
At the end of the home page
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Campaign with blogger
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1)
Selected beauty blogger: Aimee Song
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2)
Reality TV spot ‘Your Chance-You Change’ by Aldo Shoes- Season 1: ALDO X Aimee Song
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E-mail campaign
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Purpose of the campaign
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VI)
VII)
VIII) 1)
METRICS: 5 Metrics to define ALDO reputation
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2)
Advantages for ALDO
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3)
Participants:
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4)
Time:
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5)
Metrics:
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Social Media campaign: DIY Workshop with ALDO
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1)
DIY (Do it yourself):
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2)
Corporation:
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3)
Content:
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4)
Participation form:
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5)
Duration:
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6)
Location:
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7)
Marketing strategies to introduce the campaign:
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8)
Goals
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C. CONCLUSION
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D.
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IX)
REFERENCE LIST
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EXECUTIVE SUMMARY The purpose of this report is to analyze the overview of the brand and then provide the strategies for Mobile/IPad application, beauty blogger campaign, email campaign & social campaign to boost the efficiency of Aldo’s Omni channel retailing & selling rate.
INTRODUCTION Aldo Shoes is a footwear & accessories brand which is very well-known worldwide because of their quality with affordable prices & the mass of physical stores in 93 countries. Aldo Shoes chooses Omni channel retailing to connect closer with their customers & boost selling. Although its Omni channel strategies are successful, they also have some limit about visual on the official website & use many old ideas in Social media & Beauty blogger campaigns. This report will recommend some suggested new ideas for Mobile, Email, Beauty blogger & Social media campaigns to make the brand more popular & increase fans & sale rate.
BRAND PROFILE ALDO is a Canadian brand which was launched in 1972 by Aldo Bensadoun. Their first store was opened in Montreal selling shoes, bags and accessories. The brand became famous for its footwear and bags, which are high quality but also have affordable prices.
BRAND IDENTITY ALDO has a strong and distinct brand identity. Start from the logo, which is simple and easy to remember the brand name, it makes customers instantly recognize the brand. ALDO also has a strong store concept from location decision, store layout. For example, customers can find ALDO stores easily from shopping centers around cities, their stores are very consistent together by using the same product arrangement, theme color and layout. The stores are organized neatly with modern environment to make the customers feel
ALDO store in Fair Oaks Mall (UK)
ALDO store in Cherry Creek Shopping Center (US)
ALDO store in First Canadian Place Shopping Center (CA)
Figure 1 ALDO's stores (image source: Reference list)
comfortable when they are in the stores. As a result, it enhanced brand experience that attracts and engages customers.
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BRAND IMAGE The impression of customers about ALDO’s products is the quality and the comfort of them. The products are made from good materials provided from suppliers in France and Italy. With the long experience of handcrafting, ALDO is able to produce fine and durable footwear. Due to that, customers would pay attention to ALDO instantly when they want to purchase a pair of shoes.
PRODUCT RANGE Aldo provides 4 products ranges for their customers: •
Footwear for Men
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Footwear for Women
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Handbags
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Accessories
However, their strength is footwear for both men & women.
• Product Price Range: $25-$270 (Average purchasing level: $50) • Women footwear: $50-$270 • Men footwear: $25-$200 • Bags: $25-$100 • Accessories: $15-$40
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BRAND POSITION IN THE EUROPEAN MARKET
High cost
High versatility
Figure 2 ALDO footwear's positioning map in European market
Through the positioning map, it can be seen ALDO and its competitors’ performance in the footwear market. In pricing, ALDO has the advantage to compete with Charles & Keith and Clarks as their pricing is lower but have similar quality. However, ZARA also competes with ALDO in both pricing and versatility of footwear. Forever21 can also compete with the brand in pricing. The suggestion is that ALDO should invest in product versatility in other to have competitive advantage.
USP The special feature of ALDO is that it provides customers a high-fashion look without spending too much money. ALDO is able to do that because they have a massive global network in production (ALDO Group, n.d), which makes it easy to achieve quantity production advantage. Furthermore, ALDO’s products are easy to wear because its design is not too complicated, which could make the target customers feel uncomfortable to wear.
ONLINE PRESENCE •
Official website: www.aldoshoes.com
Facebook: In every country in which Aldo stores are located, they set the Facebook page for each country. The main Facebook page: ‘Aldo Shoes’ has 3,956,451 likes. •
Instagram: @aldo_shoes (main worldwide Instagram account) has 1 million followers. They also set the Instagram accounts for many countries that they have physical stores for examples @aldoshoes_id (Aldo Shoes Indonesia), @aldoshoes_sg (Aldo Shoes Singapore), etc.
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•
Twitter: 140,000 followers
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YouTube: 5,134 subscribers
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Pinterest: 27,948 followers
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Aldo app in ITunes: This app provides Aldo collections & help customers follow latest trends, newest look book, news, promotions of the brand. Moreover, it gets exclusive access to look books for inspiration on how to wear Aldo newest items. On-the-go shopping made easy with features personalized to the customers.
By applying the Official website, Facebook & Instagram accounts in different languages helps the brand build the closer connection with customers because many customers cannot understand English so they might be shy to share their thinking & cannot read the latest news. As a result, Aldo can more understand their customers & contact with them. Besides, the high number of followers on social medias shows that Aldo Shoes are popular in many countries. They have a lot of fan worldwide. This also prove the success of Aldo Shoes in the international fashion market.
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TARGET AUDIENCE
Segment
Geographic
People live in urban areas, especially major cities.
Demographic
Age
16-45 years old
Gender
Female & Male (Female customers are major)
Occupation
Students, workers, office workers are major.
Household income
Marital status
Over 1,000 USD/ month.
Single/ in relationship/ married/ have children
Psychographic
Social class
Middle and upper class: family has medium to high living standard, doing part time job.
Lifestyle
Trendy lifestyle, concern about fashion (quality & design of products)
Willing to pay from medium price for high quality products
Hobbies: Love travelling & fashion
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Follow trend through social media, beauty bloggers & fashionistas.
Online using: Facebook, Instagram, Twitter, Mobile, Mails, Pinterest & YouTube.
Behavioral
Benefit seek
For usual / occasional wearing
To feel comfortable
To show their social status
User status
Regular users – The most potential group
Shopping behaviors
Loyalty status
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Willing to spend on their images
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Priority to buy products: Quality & Design
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Budget when shopping: over 100 USD
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Times for fashion shopping: 2-3 months/ time
Softcore loyal - hardcore loyal
PHYSICAL STORES Currently, Aldo has become a group managing 22 fashion brands and having more than 1,800 stores in over 93 countries worldwide, including Canada and the US, as well as other regions of Europe, Middle East, Australia, Africa and Asia.
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THE 10C’S OF ALDO CUSTOMER VALUE By choosing ALDO, customers can have items made from good quality materials. The brand also providing VIP clubs to give customers access to news, special offers and promotions. Having two distribution centers in Asia and two in the US and European countries also means to decrease out-of-stock situation. The website allows customers to access wide range of products and in an organizing way: Products are classified by types, new arrivals and also ‘Deals & steals' in the outlet section, where exclusive products can be found with cheaper prices. There is ‘Check in-store availability' on online website that customers can check if a product is available in store or purchasing online. However, this feature can only apply in a small number of stores (Canada, United States, UK, Denmark, Korea, Romania, Turkey). The brand also values their customer participation on the website by adding the comment section below each product. In this way, the feature encourages customers to interact with the website longer.
CONVENIENCE ALDO has more than 2,400 stores available in many countries (14 stores in Vietnam). Due to the emergence of stores, customers can conveniently choose the nearest store to visit or receive services. It applies an in-store ordering system: Allow customers to order not-in-store items and deliver from distribution center directly to their home within two to six days, eliminate lost sales due to low inventory. On the website, customers can find the address of available stores in a country. It also provides useful information of stores such as address, contact numbers, opening hours. The special feature is that there is google map on the website which can tell the distance between the store and the customers and shows them the direction. ‘Track my order’ service allows customer to know exactly the location of their purchased item during shipping. The service can be applied online or through service contact number. There are different shipping methods to give customers more options for the receiving time. Unfortunately, the service is only available in some countries (Canada, USA & UK).
COST -
● Product price range: Women footwear: $50-$270 Men footwear: $25-$200 Bags: $25-$100 Accessories: $15-$40 ● Price can be different comparing from the in stores. ● Online purchase can have several service such as free returns, free pick-up and free delivery for order of more than $70.
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COMMUNICATION ALDO introduces its new arrivals through short videos on online website. The brand communicates strongly on visual and have no sound effects to avoid accidently annoying customers. Like other online stores, ALDO assists online customers through their hotline numbers, twitter and email or customers can find the answer through its FAQs. The brand is responsive to customers.
COMPUTING Professional online website helps ALDO to support customers purchasing online or returns. The ‘Check in-store availability’ feature shows that ALDO has the ability to check the inventory of stores in the real time, giving them a better control of distribution, inventory management and for the convenience of customers.
CUSTOMER FRANCHISE The reputation of Aldo is well in many countries because it opens over 1,800 stores over the world. It conducts mass customization strategy to make the brand popular. Moreover, the quality of products is appreciated while their prices are quite reasonable and affordable. As a result of its popularity and high quality of its products, the company builds the trust of customers. Besides, they also apply return & refund policy for customers.
CUSTOMER CARE ALDO is pleased to offer a very high standard of Customer Service. This section will provide customers to know to make shopping at ALDO a pleasant & secure shopping experience. This section includes: ● ● ● ● ● ● ●
Size guide: Review their sizing chart and get helpful tips on finding the right size for the customers. Ordering info: Information about order online. Safe shopping: Privacy & the security of information of the customers. Payment methods: They offer several safe & secure methods of online payment including Visa, MasterCard, and American Express & PayPal. Shipping & Delivery: Make sure the orders are shipped as quickly as possible and that the customers receive the products on time. Track my order: Track order online or call them by telephone, toll-free. Return policy: Information about returns.
Besides, Aldo also applies the Customer Service on its official website like most of fashion brands. They set the FAQs in Customer Service that if the customers have a question, shopping experiences or even ideas, they can share with the brand by sending the email to Aldo customer service team. Moreover, they select some popular questions with answers and post them on the websites so customers can click and read which involves these sections: Order status, Returns & exchanges, Product information, ALDO Website & Corporate Information.
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COMMUNITY Different from most of the fashion brands, Aldo does set the Review section on the official website. The brand also has Twitter, Facebook, Instagram and YouTube that people from over the world can share their views about the products and the campaigns of the brand. The advantages of this is that the brand can listen what their customers think about it so they can improve or maintain the strategies & designs better. Moreover, setting a local Facebook account is a good decision to make it convenient for users. Customers from different countries can type comments in their own language language. This breaks the language challenge that some people cannot use English that provokes their thoughts about the brand.
CONTENT On the official website, the brand uses videos, high quality images and information in 9 languages to communicate with customers. The main contents of the website are online shopping, newest collection, store locator, login, email sign up, customer service & track the order.
CUSTOMIZATION The brand sets the Customer Service in a High Standard to customize their clients. They also apply Size Guide section to help people find their appropriate sizes. Moreover, they set 9 languages on their website to break the misunderstanding between Aldo and customers. The currency is also changed to adapt with the customer's' location.
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ISSUES/ PROBLEMS OF ALDO’S ONLINE BUSINESS OMNI CHANNEL RETAILING: Omni channel is the mixture of physical, mobile & digital shopping experiences. ALDO applying Omni channel strategies not only to sell products in physical stores, but they also sell products online & create many ways to connect with people such as m-commerce, mobile apps, digital window displays & rewarding campaigns in physical stores or by digital ways.
ALDO BENEFITS FROM OMNI CHANNEL RETAILING Omni channel retailing can help the brand easier to manage the inventory transparency. Moreover, Omni channel retailing setup allows shoppers to make purchase in many forms in the most convenient way. It provides shoppers with wider selection and numerous ways of accessing and purchasing. As the result, ALDO can achieve higher sale rate. Furthermore, the visibility across multi-channels implies more personalized experience. Retailers can catch up with customers through different channels & comprehend their preferences so they can serve their consumers better.
MANY FASHION COMPANIES DO NOT APPLY SELLING ONLINE While there are more fashion brands applying Omni channel, many other brands have not applied this strategy yet, especially luxury brands. According to Bain Consulting (2015), roughly 40 percent of luxury brands don’t sell online. The reasons why those luxury brands do not sell products online that they are afraid to loose the connection with their customers if they just buy online and do not come to physical stores. In addition, the Internet still presents a challenge to luxury brands, particularly when it comes to dealing with social media and bloggers. Many of them worry about the losing control over a previously well-guarded reputation and not having the resource to deal with a fast-paced and ever-changing landscape. Besides, the other brands do not prefer this type of retailing because they are lacking information about how to plan the strategies and also they are not able to execute them in the right way. Another reason is that brands are afraid that online retail market is more intensive in competition. As the same as the others, ALDO also has to face several disadvantages of online retail such as:
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Lack of customer & physical experiences. For examples, many customers do not trust in online buying because they cannot try the product or check for mistakes like when shopping indirectly, etc.
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Give customers the access to compare prices (competitive disadvantage)
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Cloning/copying: With a detailed picture appeared online can be an advantage for suppliers to copy the design and produce them with a cheaper price and low quality. The results for ALDO is the decreased rate in sale or customers can mistake the faux and the original product, which might impact negatively the brand image.
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Extra cost: This is one of customers' concerns when they buy products online because the shipping cost is added into the total cost so the price is higher which can change customer's decision not to purchase them.
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Payment: Some people may not use Credit Cards. In addition, Cash on Delivery Shipping sometimes has problem of canceling the bills. In the worst case, online purchase sometimes does not ensure customers' information safety.
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The Fit & Quality of products: Some customers are afraid that they may choose the wrong size and have to send the product back, which costs an amount of time.
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Material descriptions: The material descriptions putting on the website sometimes are not convincible. Many customers prefer to feel the materials directly to check the quality.
THE THINGS FASHION COMPANIES SHOULD DO TO BECOME TRULY OMNI-CHANNEL
In Omni channel strategies, the digital, mobile & physical shopping channels should work simultaneously and be integrated into one another. It’s not just about sales, but also about communication strategy. ALDO should try to use new different ways to communicate with their customers, such as mobile apps, m-commerce, digital window displays and rewarding campaigns mixing both, digital and brick and mortar stores. ALDO also must be aware to balance digital shopping experience and the physical shopping experience and they should not compete between each other. PREDICTION ABOUT THE OMNI CHANNEL OF ALDO IN THE FUTURE It is very sure that Aldo’s Omni channel will be more successful in the future. To explain, the high number of followers in social medias, such as Facebook, Twitter, Pinterest & Instagram means that the brand has a huge number of fans and is concerned by lots of people. In addition, with nearly 2000 physical stores worldwide & the selling products on official website in 7 countries (Canada, UK, USA, Denmark, Korea, Turkey & Romania), Aldo makes it easy for customers to access to the brand from over the world. As the brand is popular in many countries and has a lot of interests, it is confident to say their Omni channel strategies will attract more people to join in. Secondly, with the operation with SAP Hybrics to enhance customer experiences across digital channels, increase sales, and support e-commerce expansion into new geographic markets. This solution supports its evolution into a full Omni channel business, and enable the best possible experience for their customers online, mobile or in stores. The operation with SAP Hybrics brought many advantages for Aldo that 4% more visitors to the company’s websites, 20% percent growth in conversions & 20% growth in year-over-year sales. Finally, Aldo has the site redesign plan of Aldo in 2017. In this plan, they will introduce unique ways to engage digital shoppers through new 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.
RE-DESIGN WIREFRAMES Because there are some limitations which prevents ALDO to satisfy its online users, we decide to change some current features to enhance the website appearance. We also consider some good aspects in the current website and keep them. The new homepage will have three main colours which two colours would be black and white to appear as the main theme of the website. White blank space with black background sections will enhance website visual experience of customers. The third color appearance will depend on the current promotion of the brand. For example, ALDO is using purple theme for its Black Friday campaign.
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Figure 3 ALDO's website
Figure 4 ALDO's redesigned wireframes
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HEAD OF THE WEBSITE
Figure 5 Recommendations for Head of the website.
Due to the new promotion “Black Friday”, the temporary theme of the website is purple. Customers can easily find all the important features in the right of the edge, on the top page. ● The brand name should be moved to the center of the page to attract users about the brand. ● The “Free Shipping” is good information for users to notice that should be kept but to moved to the left at the top of the website. Then, the brand image will have enough blank space to be fully noticed. ● Delete the “Outlet” button because we discover that the features in “Outlet” is quite similar in the “Sale”. The tab should add the “About Us” section to introduce the brand to users instead of putting it at the bottom of the page. Therefore, it is easier for customers to learn more about the brand.
Figure 6 Head of website wireframe
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ADDING VIDEO CAMPAIGN ALDO has launched many short videos to promote their campaign before but have not been put on the website. To take the advantage of ALDO campaign videos, which are short and have strong visual attraction, we will add a section for video campaign on the website. As a result, it would make the website experience more interesting. The video will auto play and start with no sound and have the sound “turn on/off� option near the video. The reason is that users are often annoyed by the sounds appearing automatically from the website. The horizontal size of the video will cover the website to create cinema effect, which is more interesting than a normal view.
Figure 7 Video Campaign wireframe
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WOMEN’S & MEN’S In the current website, the women’s and men’s section have quite detailed images and the big size appearance makes it easy for users to observe the details. However, the size of the images can make the website less sophisticating, it needs more than 1 scroll wheel to see the full image. The price of the product is, in contrast, too small comparing to the images. The feature at the bottom of the right image is too small for users to recognize. There is no harmony between the images and the content. Figure 8 Women's footwear illustration
The women’s & men’s section in the current website shows more images, which is a good feature for customers to review the new product. However, we focus to make the experience to be neat and simple but also interesting. Therefore, instead of separating women’s and men’s products into different sections, we want to make them into one section and display in one frame of the page. The section will appear as GIF format which ALDO website is currently using. The GIF format makes the images become more lively and can show clearly the details of the products. This feature can enhance visual experience for users.
Figure 9 Women's & Men's wireframe
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NEW ARRIVALS We will add the “New arrivals” on the homepage for customers to catch up with the latest products. The section will show four images of the latest items. The items can be bags, shoes and accessories. Below the product images will be the selecting dots and arrows. Users can click either the dots or the arrows to see other new arrivals one at a time. The features are designed simply based on ALDO target customers’ psychographic, which is easy to use.
Figure 10 New arrivals wireframe
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BAGS, BAGS & BAGS
Figure 11 ALDO's bag section
This current section shows several bags to aim at customers who are interested in bags. It is a good opportunity to introduce ALDO’s other lines besides of shoes. Understanding the advantage, we would keep the section. However, the presentation will be changed in order to suit with the new website theme, simple and sophisticated.
Figure 12 Bag section wireframe
In this feature, there will be three or more bags displayed at a time (5 is maximum). The special point is that when users move the arrow to one of the images, the pointed image will automatically enlarge. Customers can see more details of the bag without clicking and being sent to other page. The feature makes the website more convenient and enjoyable.
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SOCIAL CALENDAR In the current social calendar of ALDO, the brand introduces to customers its social networks accounts. However, the section does not have any interesting features to keep the customers interact the website longer.
Figure 13 ALDO's social calendar
Therefore, we would add a new section below this, called Fashion News. It is divided in 2 parts. The left part would be the section for latest fashion news. The news can link directly customers to some reliable news websites such as BOF, The Guardian, Vogue‌ There will be posts about trends, celebrities lifestyle‌ including subjects which may interest users. In the right part, there will be some old news from several days ago for users to read in case of they miss it. News is selected and updated everyday to make sure customers can catch up with the latest news and interesting posts.
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INFORMATION SECTION The current section in ALDO homepage is quite complete and have enough necessary features to assist customers. Therefore, there is no necessary to change the section.
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ALDO’S SOCIAL MEDIA POLICY Social media policy is very important to help the company manage the online accounts. The employees must follow these regulations: 1.Contents are related to company's private strategies and operations should not be shared on social medias. 2. The employees must check the copyrights before posting information online. 3. The employees should respond quickly as much as possible to the questioned messages of customers (not over 2 days). 4. The employees are forbidden strictly to post the information which are related to sexual, ethnic, racial, religious & political matters. 5. The private passwords of the company must be protected. 6. Before answering any questions of customers, the answers must be checked carefully. 7. Before responding to any comments of customers, the information should be considered carefully that they do not affect to the company image. 8. The employees should not press like icons to any abusive comments of customers, especially on the company social media accounts. 9.The employees should not respond to agree to any abusive comments of customers, especially on the company social media accounts. 10. The employees should not use the company logo or the brand name arbitrarily, especially for the information which are not related to the company. 11. Delete bad comments of customers about the sensitive contents such as abuses, legal, religious, sexual, ethnic & racial matters on the company social medias. 12. The employees should protect the image of themselves on their social media accounts that they should not post naked & ridiculous photos. 13. When taking the photos to post them on social media, notice that those photos do not include the private scenes of the company such as process, newest collection, etc. 14. The employees should not post any statuses on social media that includes their negative emotions about their partners & their company. 15.The employees must not abuse Aldo's competitors on social media (especially in public setting). 16.The employees should set the privacy for their social media accounts when they post any contents about what they are angry, or have negative emotions about something. 17.The employees should not click into the strange suggestions on social media or whatever that can make their social media accounts lost. (Hacker preventing) 18. When the employees use any computers/laptops/smartphones which are not their computers/laptops/smartphones, make sure they log off their accounts. (Hacker preventing) 19.The employees should limit the entering to the websites that might bring dangers to their computers/laptops/smartphones such as viruses, especially the websites that requires passwords of their accounts. (Hacker preventing) 20.The employees should change the passwords of their social media accounts every 6 months.
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METRICS: 5 METRICS TO DEFINE ALDO REPUTATION
1) NUMBER OF LIKES ON SOCIAL NETWORKS It means that customers are interested in the content of the posts. Based on the number of likes, ALDO can define the quality of the content that they post. If the number of likes are low, ALDO need to examine the content of their posts and change their marketing strategies in order to attract customers again.
NUMBER OF FOLLOWERS ON SOCIAL NETWORKS The number represents the interest of customers about the brand. Customers decide to follow the brand because they are looking forward to see news or posts related about the brand such as new arrivals, campaigns, promotions... More people following the brand means that brand's popularity is increasing is in the market.
THE NUMBER OF SALE IN EVERY MONTH The brand can use the metric to evaluate the effectiveness of promotions, campaigns in that month. This will help them to know ‘Are their campaigns successful to make more customers buying our products?’ because the main goal of all campaign is increasing selling.
THE NUMBERS OF ACCOUNTS ON OFFICIAL WEBSITES. This number represents the number of people who want to keep connection with Aldo Shoes to buy the products online. They are also the target customers of Aldo Shoes.
THE NUMBERS OF PEOPLE WHO HAVE THE ACCOUNTS IN MOBILE/APPS This number represents the numbers of people who are really interested in following the latest news of the brand. They are also the target customers because many people buy this Apps to shop online.
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ALDO’S MOBILE APPLICATION ALDO does not proceed application for several countries. We aim to create for ALDO an app which users not only do online shopping but also experience interesting features on their smart phones. The app is provided in both IOS and Android system. The theme will be the same from its original website where black and white are the main colours, light latte brown is the background and some extra colours from the campaign or promotions. Shades of brown are the special colours of ALDO to express the stability, reliability and the earthy natural feeling. The colours can be found in ALDO’s products and in-store props. In the application, users can expect some basic features like ALDO’s products for women and men, new collections, promotions (Discount, events), campaign (Images, videos). Some special features: • • • • •
Code reader: To read codes from discount events and translate them into a discount serial number. Music Player: Gathering songs from cooperated singers or bands. Users can listen to the song list provided by ALDO while using the app, which can enhance customer experience. 3D item model: For new arrivals. Users can rotate the 3D model of an item to see front and back, left and right side. Fashion blogs: Posts updated regularly to educate customer how to dress and fashion news. Customer service, Size guide, FAQ, About Us.
The purpose is to make it convenient for users to do online shopping, to aware more about the brand and to enjoy using ALDO app. App logo:
OPENING THE APP:
When opening the app, the brand name will be shown first to make users remember the brand in a psychological way. Then the app will ask users to choose whether women or men section.
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Before seeing the main screen, users will see a pop up screen which shows the current promotion (discounts). This strategy will make users have to notice about the promotion and if they are interesting, they can tap the screen and the app will take them to the discount items. Users can tap the “x” symbol on the top right of the pop up screen to close it. Then the main screen will appear.
MAIN SCREEN: The main screen would have the brand name at the middle from the top, then would be the general tab bar which includes menu, women, men, search and shopping list (a). In the main screen, if users scroll down, they can see the brand’s promotion section, campaign video, best sellers, new arrivals and customer service. There can be about 2 or 3 promotion sections in the main screen (b). For example: Christmas gift for everyone, Black Friday discount or Shop for Her/him... The campaign video is only played when users tap the play button(c). The Menu bar (a) will open in a detailed form when customers tap on one of these sections: -
Menu: Showing features like Contact Us, Fashion blogs, Size Guide, FAG, About Us. Some special features like Code Reader, Music Player, Live Chat (These features will be explained later). Women: New arrivals, shoe lines sale for women. Men: New arrivals, shoe lines sale for men. Search: To search for a product. It allows customers to tap the product names or code. Shopping list: Selected Items will be added in the shopping list. Customer can check the list later if they want to purchase online.
To make it convenient, the menu bar will always appear from the top while users slide the screen.
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SPECIAL FEATURES IN MENU BAR: a.
Code reader:
To scan promotion code from promotional campaigns. Customers can receive the code from their emails and scan the code by code reader. It will provide customers a serial number and it is saved in the app. Then, customers can apply the discount by showing the number in the app through their smartphone. This feature will encourage customers to use ALDO’s mobile application.
b.
Music Player
This feature allows customers to listen to music list providing by ALDO. Users can listen to music while using the app at the same time. The purpose is to enhance customer positive experience that making it more interesting to engage with the brand through their smartphone. ALDO will corporate with corporate with singers or music bands to add their song in the app. In return, ALDO promotes their songs and encourage customers to purchase through ITunes. Customers can play the songs provided on the list (a). The image (b) is the cover image of the singer’s album.
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The song list will refresh with new songs each week. Customers can find the old list by tapping the “Old List” button (c). In the old list section (2), it will show songs which were played in previous week and there is a link for customers if they want to purchase the song. It will send user to the ITunes app or website (d). c.
Live Chat application
The live chat function is to answer user’s questions on the mobile app conveniently. Customers can use by tapping on the “Live Chat” button on the menu bar or on the pop up icon appearing on home screen. The function is available in working hours.
BEST SELLER: When customers slide down the main screen, they would see the “Best sellers” section which presents best selling products and updates regularly. The purpose of the outline is to encourage customers to add to the shopping list in a convinient way. Then, they could have a look later, which increases the chance of customer purchase. Therefore, in the section, we design in the simple and easy-to-use way: - Product image is in the middle, when users tap the image, it will open new window to show more details of the products. - Price of product is shown under the image - Next & Add to Shopping List: Next when users want to see more best selling products and they can press the other button to add to the shopping list. Users can see the previous one by taping the arrow symbols.
INTRODUCE NEW FEATURE: 3D PRODUCT
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The application allows users to see and interact with the 3D model of a product. We focus on new arrivals (shoes & bags). The section (1) is provide a list of new products then users can choose one by tapping the image (a) or to see the others by sliding or pressing the arrow buttons (b). When selecting the image, the application will take users to a new window (2) to experience the 3D effect. In this window, customers are able to enlarge the model, slide to rotate the 3D model to see the left/right or front/back of the product. There are arrow symbols (c) to instruct users how to rotate the model. After the experience, customer can turn back to the home screen by taping the tab (d).
AT THE END OF THE HOME PAGE As the same as ALDO’s website, users can find services at the end of the page such as About Us, Contact Us, Store Locator, Return Policy, FAQs and Live Chat. Furthermore, there are also social network buttons which users tap will link to the equivalent app.
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CAMPAIGN WITH BLOGGER
1)
SELECTED BEAUTY BLOGGER: AIMEE SONG
She is a fashion and interior design Blogger / YouTuber featuring videos focused on fashion, design inspiration, DIY and more. Besides, her blog is the most famous blog about accessories & shoes fashion. Profile Age: 30 Founder of Song Of Style (2008-present) Interests: Fashion, Beauty, Travelling, Reading & Writing Figure 14 Aimee Song, Fashion blogger
Country: United States (Los Angeles, California native)
Social media account: Instagram: @songofstyle Pinterest: Aimee Song Facebook page: Song of style YouTube: Song of style Blog: Song of style Twitter: Aimee (Ah-mee) Song
Reasons for choosing: 1.She has a strong affection to fashion lovers. Her blog ‘Song of Style' is the most famous blog about shoes & bags. She has high numbers of followers on social networks: •
4,100,000 followers on Instagram
•
99,574 followers on Pinterest
•
67,700,000 on Twitter
•
98,647 followers on YouTube
•
904,294 likes on Facebook page.
•
Over 2 million page views /month on Personal Blog
2. Similar style to the brand that she loves shoes & bags with trendy style & affordable prices. Mostly, her apparels are come from fast fashion & medium brands such as H&M , Zara ,etc.
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4. She is 30 years old which is fit to the target age group in our target segmentations. She also loves travelling & fashion. Her profile is fit to Aldo customer profile that they tend to read fashion blogs & follow trend through social media such as Instagram, Pinterest, YouTube & blogs. 3.Online selling on her blog & her App.: In her blog, there is a section named ‘Product curated by Aimee Song' that she puts the links of buying her favorite products on it. In addition, she also owns the app. ‘Aimee Song'. So, we can see those things as the chances to sell Aldo apparels online.
Figure 15 Aimee Song's website
Products We will collaborate with her in the the 2017 Women Footwear & Bags.
In the contract, Aldo provides her benefits: +She will be given 1 year to shop freely in all Aldo stores. (One footwear/bags in each month) +She will receive all products in the newest collection that she collaborates with Aldo to create. +She will receive a very competitive income for this contract.
Requirements: +At least 1 month she post two photos that she uses Aldo products and put the brand name on the posts. Moreover, she must also use the hashtag #Aldoshoes or #Aldobags on the posts. +She collaborates with Aldo to create Shoes Fall/Winter 2017 Collection. It concludes: 1.
She works with Aldo design group to design shoes (choose the suggested shapes, details & colors) & decide the materials for the newest shoes collection. All products in this line will have her signature on them.
2.
She selects/decides models for the look book.
3.
She conducts the photo shoot with models in the look book.
4.
Online selling: She will vote for Aldo products in section ‘Product curated by Aimee Song' & put the links of Aldo apparels on this & her app to attract people to buy Aldo products.
5.She conducts the project of TV spot ‘Your chance-you change' (Read more details about it below).
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Offline promotion: -We will operate an event when launching the newest collection. Aimee Song will be in the event to promote her products & communicate with people like she tells them her styling tips. This event welcome people worldwide come to the Aldo Shoes store in Los Angeles. Location of this event: Aldo Shoes store (Westside Pavilion, 10800 West Pico Boulevard, 171, Los Angeles, CA 90064, United States.)
Timing: Fall/Winter Aldo Shoes x Aimee Song women footwear collection planning
January 2017
February 2017- May 2017
-Conversation Product with Aimee Song developing about the plan (Send mails, meeting with her)
June 2017
July 2017
August 2017
Photo shoot conducting & Look book making
-New collection is available in all Aldo Shoes physical stores worldwide & online websites.
Selecting model for look book of this collection
-Select the design team working with her.
-Event in Aldo Shoes store (Los Angeles)
REALITY TV SPOT ‘YOUR CHANCE-YOU CHANGE’ BY ALDO SHOES- SEASON 1: ALDO X AIMEE SONG We create the TV spot that are broadcasted on Star World, Song's YouTube channel, Aimee Song App. & ‘Song of style’ blog. Reasons for the setting series: Fashion & television are both related to each other. According to Statista.com (2015), in European countries & the USA, people watch TV 146 minutes to 274 minutes every day so we should see this as a chance for Aldo to make the brand become popular. Number of episodes: 12 (1 episode/week) Time of broadcasting: 3 months Time of 1 episode: 5 minutes Channels: Aldo Shoes YouTube channel & Star World TV channel.
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The purpose of this series: We want to emphasize the importance of accessories like shoes & bags. Most
of people think clothing, makeup & hairstyle are the 3 biggest factors that change the look of them but they do not appreciate the role of accessories. That is why this series want to change the way people think about this. Besides, the series also teach people how to style their accessories effectively.
Content: Aimee Song will be the host of this series. In every episode, she comes around and choose whoever she wants to dress up (2 people). She keeps the clothing of selected people but she changes the way they use accessories by selecting Aldo bags & shoes for them. As a result, they look totally different from their old looks. Then, she gives them some tips & shows them the advantages of her choices. Moreover, the selected people will receive those Aldo accessories.
Location: Aimee Song & the film team will come to 5 cities of United States (California, Texas, Los Angeles,
Florida & Ohio). We want to choose the people who join in this TV spot living from urban areas to countryside. Because of the convenience & budget, we just choose the location to make film in 1 country.
Reason for choosing Star World TV channel: STAR World TV is enormous and by far the most popular
medium for all age groups. It is the TV channel's unique ability to deliver huge audience figures in a short space of time that is part of the reason it is the most effective type of advertising around. Moreover, STAR World TV is the most effective advertising medium. It generates the most profit, creates more sales and consistently outperforms everything else. STAR World Television stands head and shoulders above other media in driving business results.
Expectations: -Increase the followers of Instagram from 1 million followers to over 1,005,000 followers. -Increase the likes of the main Facebook page (Aldo Shoes) from 3,956,451 likes to over 4 million likes. -Increase the subscribers on Aldo Shoes YouTube channel to over 6,000 subscribers. -The campaign will boost the sale rate of the products which Aimee Song promoting on her social medias & blogs. - The viewers of the TV Spot must be on top 10 TV shows/ series which have the highest viewers on Star World every month. -Each episode on Aldo YouTube channel must has over 1,000 viewers.
Timing:
January 2017
February 2017
March 2017
April 2017June 2017
July 2017 - September 2017
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-Conversation with Aimee Song about the plan
TV Spot planning
Developing the script
-Develop the scrip
Filming in Editing & 5 cities Planning
-TV Broadcasting
-Each episode is available on Aldo Shoes YouTube Channel
-Select members in this filming team.
E-MAIL CAMPAIGN
1) PURPOSE OF THE CAMPAIGN We operate this game in each season that we provide a chance for our customers to choose one of two provided Aldo's product, which they want to buy with 50% discount (both online & physical stores).
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a LET BE PREPARED Only
2
more days until the event
Let count down the days with us to our mini game to get yourself a reward.
(a) Announcement before the
contest: The content of the announcement email is to inform the subscribers the upcoming event. The function of this email is to stimulate the curiosity of the audience which makes them aware about the event and not to miss it. Some other contents will be attached with the email such as ALDO's current promotions, app download link, online store… which direct customers to ALDO's online store. There are also links to introduce customers to our social network profiles.
The information attached at the end of the email to provide customer more details:
Until that... Have A Look At Our Store To See Our Current Promotion:
“The purpose of this is to create customers a convenient email that You are receiving this email because you have either requested information or purchased goods from ALDO using [subscriber email]. If you no longer wish to receive these emails, you can unsubscribe from our mailing list.
SHOP NOW Download our app
Free collect in store
ALDO Group Inc. as ALDO (Contact Number 1-800-326-2536) Free returns
You are receiving this email because you have either requested information or purchased goods from ALDO using [subscriber email]. If you no longer wish to receive these emails, you can unsubscribe from our mailing list. ALDO Group Inc as ALDO (Contact Number 1-800-326-2536) Office: 2300 Émile-Bélanger Montreal, Quebec H4R 3J4 Canada
Office: 2300 Émile-Bélanger Montreal, Quebec H4R 3J4 Canada Please do not reply to this email. If you have a query or concern, please visit our FAQ homepage here.”
Please do not reply to this email. If you have a query or concern please visit our FAQ homepage here.
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b
Play your Luck! - Get a footwear 50% off February 2017
Thank for your being Aldo customers! We would like to provide you a chance to win 50% discount*. Let’s start to choose which want you want to buy 50% off. At the end of the month, we will discount the product which has the most votes. A discount email will be sent to who has chosen the most voted product. Click to this link below & submit your answer!
(b) Voting contest:
There are two selected footwear products in the email. The email explain clearly the information how customers can participate. When customers click on the product image, the email will send user to the voting page of ALDO. At the bottom, we still provide customers some of the ALDO’s products to interact with them.
SUBSCRIBE *The discount is only applied for 1 purchase and for the provided items only.
Have A Look At Our Other Products:
SHOP NOW Download our app
Free collect in store
Free returns
You are receiving this email because you have either requested information or purchased goods from ALDO using [subscriber email]. If you no longer wish to receive these emails, you can unsubscribe from our mailing list. ALDO Group Inc as ALDO (Contact Number 1-800-326-2536) Office: 2300 Émile-Bélanger Montreal, Quebec H4R 3J4 Canada Please do not reply to this email. If you have a query or concern please visit our FAQ homepage here.
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In the voting page, customers need to fill the required information fields before submit their choice: Name, email, date of birth and phone number. The information would have ALDO to check the customer’s information to provide the right promotion and avoid any mistakes during the campaign. Furthermore, ALDO can have appropriate customer’s profiles for any research in the future.
b
Play your Luck! Let’s start to choose which want you want to buy 50% off. At the end of the month, we will discount the product which has the most votes. A discount email will be sent to who has chosen the most voted product.
Select the image of the product you want to choose
Name:
*
Email:
*
Day of birth:
*
Phone number:
*
SUBMIT
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(c) Announcement of the result:
c Result of Play your luck February 2017
DI 50 SC % OU NT
Dear our beloved customers, when you receive this email, it means that you are one of the winners who receive a 50% discount for the product you had chosen.
After the vote is finished, we will send the result to participant's email. The product which has higher vote will be the discount one. Customers who has chosen the most vote product will get the 50% discount of the product through their email. The winners can show the staff when they shop in stores to purchase the product with 50% discount. For customers who do online shopping, when they type in the right discount code provided, the website will automatically discount the price of the product which was provided in the campaign.
CODE: All you have to do is let our cashier to see this email and you will be able to purchase this product with 50% discount*. Love,
*The discount is only applied for 1 purchase and for the provided items only.
Download our app
Free collect in store
Free returns
You are receiving this email because you have either requested information or purchased goods from ALDO using [subscriber email]. If you no longer wish to receive these emails, you can unsubscribe from our mailing list. ALDO Group Inc as ALDO (Contact Number 1-800-326-2536) Office: 2300 Émile-BÊlanger Montreal, Quebec H4R 3J4 Canada Please do not reply to this email. If you have a query or concern please visit our FAQ homepage here.
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c Result of Play your luck February 2017
DI
2 SC 0% OU NT
Unfortunately, your chosen product is not the most voted one in the contest. However, we still provide you a 20% discount of the product you have chosen. So cheer up! Let visit our store to enhjoy the discount.
For customers who have chosen the other options still be provided a 20% discount of their selected product. This will prevent customer from feeling bad for not winning the contest but still have discount for their chosen product and encourage customers to purchase the products. The discount will be sent to their email.
CODE: All you have to do is let our cashier to see this email and you will be able to purchase this product with 50% discount*. Love,
*The discount is only applied for 1 purchase and for the provided items only.
Free collect in store
Free returns
You are receiving this email because you have either requested information or purchased goods from ALDO using [subscriber email]. If you no longer wish to receive these emails, you can unsubscribe from our mailing list. ALDO Group Inc as ALDO (Contact Number 1-800-326-2536) Office: 2300 Émile-BÊlanger Montreal, Quebec H4R 3J4 Canada Please do not reply to this email. If you have a query or concern please visit our FAQ homepage here.
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ADVANTAGES FOR ALDO This campaign will help us clean stocks which footwear are difficult to sell. Both of them are from the previous collections. In addition, those products can be restricted stocks which need to be cleared. This email campaign can boost the sales of these products. Moreover, this helps us attract more customers to come to the physical stores & go on our official website. This might boost the selling of the other products because customers might be attracted by other things in physical Aldo stores or on official website. Besides, this is a chance for us to understand our customers by basing on their selections. We will know their tastes which is helpful for designing the next collections.
PARTICIPANTS: • •
Customers who have accounts on Aldo's website Customers who have member cards
TIME: The game will start on the Tuesday of the first week of the month. The result will be public on Tuesday of the last week of the month Frequency: The contest can be operated 4 times a year based on the seasons. Note: If this campaign is successful (based on metrics below), we will continue to conduct this on the next year.
METRICS: -The number of submissions of customers who join in this campaign will show the success of this campaign. -We also count to compare the numbers of customers joining in the campaign in every month. ‘Does the numbers who join in this campaign increase or decrease month by month?’ To consider is our campaign successful to be conducted continuously next year. -The selling of those selected footwear that customers choose to buy with 50% discount. ‘How long they are sold to out of stock? Fast or slowly?’
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SOCIAL MEDIA CAMPAIGN: DIY WORKSHOP WITH ALDO
1) DIY (DO IT YOURSELF): DIY is a popular trend which attracts a lot of people on social media. With this campaign, we have the opportunity to connect and understand more about our customers, raise brand awareness in an effective way. ALDO will invite customers to join in a workshop where they could do some DIY activities with their old ALDO shoes and bags. The brand will instruct people how to come up with DIY ideas to remake their own shoes. We develop the campaign as journey around any country (which ALDO stores are located).
CORPORATION: Geneva Vanderzeil, founder of A Pair & A Spare website, who focuses on all aspects of how-to, from DIYs to Wardrobe Rehab to Travel. She is a famous Australian blogger based in Hong Kong and also known as the author of ‘DIY Fashionista'.
Figure 16 Geneva Vanderzeil
Her background information is suitable with the campaign. Besides of that, she also has a massive number of followers on social networks. Facebook: 500 thousands of people who likes the page Instagram: 163 thousand followers Twitter: 10.3 thousands of followers The bloggers also use the same social networks with ALDO, which will be advantage to operate the marketing strategies. The corporation could bring benefits for both ALDO and Geneva. More people would notice ALDO and Geneva's work, the campaign could bring them new followers on social networks and raise brand awareness.
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CONTENT: In the workshop, guests will be provided tea or water and some sweet treats (guests can order drinks and pay by themselves). ALDO’s instructors could assist guests to decorate their shoes and bags with materials provided. Participants could listen and share some experience or helpful tips about shoes, bags and accessories. The brand could take the opportunity to understand customers by hearing their opinions. New ALDO’s products could be introduced in the workshop. Discount vouchers will be provided to give guests a full satisfying experience.
Figure 17 Example of the workshop
PARTICIPATION FORM: Customers could buy tickets online or at ALDO’s stores ($10/ticket). Other option is that customers will get free tickets when they purchase more than $50 of (The average price of ALDO’s products). Participants who want to join in the workshop on the desired day need to registers on ALDO's website. If the number of required participants on that day is full, they will join on the following workshop day. The participant list will be informed on Monday and re-informed on Thursday if there is any changes.
DURATION: Each week ALDO will provide 2 days of workshop which are Saturday and Sunday. The workshop will be operated in two weeks for one city. The workshop will be held at the weekend when participants are often free from work. The duration is 3 hours from 2pm - 5pm.
LOCATION: Location should be in big cities where ALDO's can possibly find its target customer. Therefore, the workshop should start from Canada, ALDO's home country. There are three cities which have the population over 1 million citizens. ALDO will operate the workshop 2 weeks in each cities. Then, the campaign will be operated in Australia and Hong Kong, which Geneva is from. If the campaign successes, which means more support from audience, it will continue to be operated in other countries. The space of the selected location should be large and comfortable enough to contain approximately 100 people. The host place could be a cafe where participants can also order drinks in the workshop.
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Figure 18 Example of workshop environment
MARKETING STRATEGIES TO INTRODUCE THE CAMPAIGN:
● Video clip: “Do it yourself, girls” The video clip is to introduce to the audience the campaign. It is the most effective way to reach to the number of ALDO's customers based on its customer profile. Content of video: Geneva Vanderzeil will be a young woman who is painting her nails and bored at home. The tedious weekend makes her sigh. Then, she looks at her ALDO shoes and suddenly comes up with an idea. She starts searching for DIY ideas (Basically from A Pair & A Spare website). She is excited to change a little bit details of her shoes then happily decides to have a walk outside. The remade ALDO shoes gets the attentions of other girls who are also wearing ALDO shoes and bags. They admire her shoes and want to know. She introduces them to DIY and by sharing ideas that they become friends. At the end, it looks like they are having a DIY workshop and gathering more women together. They are having fun and laughing while doing DIY activities. The last scene will advertise the campaign by showing the brand name with hashtag “#ALDODIY”.
● Public Relation Before the launching day, ALDO could advertise on every social networks and email to announce to the subscribers. It stimulates the curiosity of the audience. The intro video clip will be advertised on social networks (Facebook, YouTube, Instagram, Twitter) and on social news websites. During the campaign, ALDO will capture the enjoyable moments at the workshop and post them with hashtag “#ALDODIY”. Participants should be encouraged to share the moments and especially their finished product on their profile with the hashtag. As the results, ALDO could get more attentions from social media and increase their followers as well as the sale.
GOALS The main goal is to attract more people know about the brand which is indirectly affect on selling: -Increase the Instagram followers from 1 million followers to 1,001,000 followers. -Increase the over 500 likes on the main ‘Aldo Shoes’ Facebook page & over 50 likes on the other ‘Aldo Shoes’ Facebook pages (country versions). -Increase over 50 followers on Twitter. -Increase over 50 subscribers on official YouTube channel
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CONCLUSION Aldo Shoes is a potential brand that they are very well-known and successful in Omni channel retailing. However, they should invest more on branding and consider more about new ideas like some of the strategies we suggest above to attract more customers & increase sale.
REFERENCE LIST th
A pair & a spare Blog n.d, ‘A pair & a spare Homepage’, apairandasparediy.com, viewed on 24 December 2016,<http://apairandasparediy.com/>. th
ALDO group Inc., ‘A global product’, aldogroup.com, viewed on 24 December 2016, < http://www.aldogroup.com/international-partners.html>. th
Aldoshoes.com n.d, ‘Aldo Shoes: Home Page’, Aldo Shoes Official Website, viewed 24 December 2016,< http://www.aldoshoes.com/international>. th
Fashionbi 2014, ‘Are fashion brands truly offering an omni channel experience?’, fashionbi.com, posted on 8 th February, viewed on 24 December 2016, <https://fashionbi.com/insights/marketing-analysis/are-fashionbrands-truly-offering-an-omni-channel-experience>. SAP News n.d, ‘The Aldo Group steps into Omni Channel shopping with SAP Hybris solutions’, news.sap.com, th viewed on 24 December 2016, <http://news.sap.com/the-aldo-group-steps-into-omnichannel-shoppingwith-sap-hybris-solutions/>. th
Song of Style Blog n.d, ‘ Current favorite’, songofstyle.com, viewed on 24 December 2016,<http://www.songofstyle.com/shop/bags>. th
Statista 2015, ‘Average daily TV viewing time per person in selected countries’, statista.com, viewed on 24 December 2016, <https://www.statista.com/statistics/276748/average-daily-tv-viewing-time-per-person-inselected-countries/>. th
The Media Ant n.d, ‘Star World advertising’, themediaant.com, viewed on 24 December 2016, <http://www.themediaant.com/television/star-world-advertising>. th
Zorzini, C 2015, ‘Why are so few luxury brand sell online?’, Ecommerce Platform, posted on 7 August, viewed th on 24 December 2016,<http://ecommerce-platforms.com/ec>. Image links:
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|https://www.pinterest.com/pin/286260120039881243/.
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