ALDO to create perfect fit for millennials

Fashion footwear retailer ALDO Group is looking to engage millennials with new insights and programs

It has deployed a cloud data lake using Talend Data Fabric to create a personalised marketing experience for its growing millennial customer base. 

Talend enables the ALDO Group to integrate a broad range of data sources into an Amazon Web Services (AWS) data lake, generating immediate insight to help its customer relationship management (CRM) and marketing teams to deliver a compelling customer journey experience.

“We realized quickly that the millennial generation was driving most of our global sales, presenting a new business challenge for us,” said Zaher Hazim, senior director, IT architecture, integration and cyber security at the ALDO Group. “Traditional sales took place at retail stores or on our ecommerce site, but more recently, social media has become the most popular.”

The retailer chose Talend Data Fabric to help them build a strong consumer experience across all its channels, helping ALDO reveal and act on insight to reach and retain a loyal customer base.

Consumer interactions 

ALDO has devised a data strategy that relies on three dimensions: consumer profile, transactional data, and consumer interactions and events across all channels and media.

The decision to move to the cloud was mainly driven by the need to know who its customers are, how they interact with ALDO brands and vehicles, whether they are loyal, and what they like and dislike.

The ALDO Group deployed its cloud data lake using Talend and a variety of services from AWS. 

Once raw data is collected in Amazon Simple Storage Service (Amazon S3) buckets, ALDO uses algorithms to link consumer profiles to transactions and interactions across all channels. 

The platform then provides the CRM team with the insight it needs to deliver a more personalised customer journey through data discovery, recency, frequency, monetary analysis, and customer segmentation activities aimed at creating loyalty across all channels.