Aldo’s bricks-and-mortar connected store experience laces up mobile-inspired sales

Mobile Commerce Daily – Footwear and accessories retailer Aldo is the latest brand to integrate mobile with the bricks-and-mortar landscape, enabling shoppers at its new Westfield World Trade Center location to use its application and self-serve tablets to enjoy a more personalized shopping experience.

Aldo’s connected store opened its doors at the Westfield World Trade Center in New York this week. Shoppers can leverage the brand’s mobile app to unlock various features, such as product wish lists, and purchase items that may not be physically present in a desired size or style, showcasing how retailers can use smartphone-led technology to expand consumer-facing inventory and revamp traditional bricks-and-mortar browsing experiences.

“The enhanced personalized features driven by mobile apps and more meaningful interactions between the customer and sales associate will help customer find and buy the right products based on customer context,” said Ken Morris, principal at Boston Retail Partners. “With customer context, retailers can guide the shopping journey based on what a customer has in her closet, what she previously purchased, what she browsed on the Web site and abandoned in her online cart, when she is near your store and even exactly what she is browsing and where within the store.

“In addition to customer insights, customer context considers environmental conditions such as current and forecasted weather, time of day, time of year, media, social media, traffic, holidays, events, and other conditions that impact a consumer’s purchase decision,” he said.

“The main reason customers leave empty-handed is because they are not helped by an associate or can’t find what they are looking for. The new features of Aldo’s new connected store, which leverages customer context, will help eliminate this problem.”

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