jerryking + marketing + shoes   1

Aldo seizes ‘put up or shut up’ moment for shoes - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
TORONTO — The Globe and Mail
Published Thursday, Feb. 27 2014,

Aldo announced the biggest investment in development that the company has made in its 41-year history. Over the next five years, it will spend $363-million and hire roughly 400 people in an effort to better market itself to customers who have more options than ever.

“We’re being confronted with more competition from so many different angles at this point. It’s basically a ‘put up or shut up’ moment,”....Fundamentally, Mr. Bensadoun sees this as a marketing problem.

Clothing retailers have the luxury of showing you a shoe in its proper context – in other words, as part of an outfit. One of the things Aldo is planning for its store of the future is more screens in-store (e.g. digital signage) that will help to do that, in the absence of any apparel stock.

The store could choose a top 10 looks of the week, Mr. Bensadoun suggests, which could be browsed on the screens (and on a mobile-friendly version of the same service for people on smartphones.) Those looks would specify which shoes to wear with them so that customers could pick footwear based on an overall style they identify with. It would also go the other way: for those who pick up a shoe they like, it will be possible to see how to wear it, and with what....Data are another key part of this transformation project.

Part of Aldo’s multimillion-dollar investment will be devoted to building a better data analytics team as well as hiring research and behaviour experts. This is a priority for all marketers, who face a buying public that has never been more inundated with messages – on television, on their mobile phones, tablets, and computers.

“The consumer insights and analytics department at Aldo was very much in its infancy, up until very recently,”
Aldo  shoes  retailers  e-commerce  marketing  analytics  data  Susan_Krashinsky  SHoeMint  ShoeDazzle  Zappos  customer_insights  consumer_research  contextual  seminal_moments  consumer_behavior  in-store  footwear 
july 2014 by jerryking

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