Aldo’s mobile app has the features you would expect from a retailer like browsing a catalog of products and creating a wish list. But you can tell they have thought much deeper about the customer journey and where they can reduce friction.
When a product that a customer likes goes on sale, they get a notification. With a single tap, they can ask a nearby store to hold it for them. When a customer walks into an Aldo store, the app shows which of their favorite products are in stock at that store.
Meanwhile, store associates are also powered with an app that lets them know customer preferences, and helps them respond to customer requests efficiently.
If the customer has a question, both they and the associates have quick access to detailed product information.
If a customer is uncertain if a product will match their wardrobe, digital mirrors allow them to see how they will look wearing it with different outfits.
What this all adds up to is a seamless and pleasant experience for the customer.
Other retailers should take note: customer expectations change quickly to match what’s best-in-class, and they don’t give you any breaks just because you sell something different.