This document discusses ALDO's implementation of Salesforce solutions to improve their omni-channel customer experience. Key challenges for ALDO included a lack of a single customer view and inconsistent experiences across channels. Their Salesforce implementation included building a customer 360 view, a Service Cloud for customer service, and custom apps like an internal event app. This resulted in streamlined processes, faster onboarding/training, and automated reporting. The document provides advice on ensuring implementation success such as identifying super users and bite-sized projects.

1. Mastering the Retail Omni-Channel
Experience with ALDO
Omar Zaibak
Marketing Manager
Salesforce
Mike Bogan
Retail Solutions Architect
Traction on Demand
Serge Rose
GM Customer Applications
ALDO

2. Today’s Agenda
1. What is Omni-Channel?
2. Key Trends & Challenges
3. Implementation Best Practices
4. Case Study: ALDO
5. Q & A

3. WhatisOmni-Channel?
Consistent customer
experience across all
communication touch
points

4. Omni-Channel Brings You Closer to Your Customers
Luxury
Food & Drug
Quick Service Restaurants Mass Merchants
Department Stores
Specialty

5. From Multi-Channel to Personalized Shopper Journey
Multi-Channel Omni-Channel Personalized
Shopper Journey
CatalogeCommerce
Channels are connected.
360° customer view
eCommerce
Store Catalog
Personalized engagement at each key moment
of interaction across omni-channel journey
Store

6. Retailers Must Meet the New Normal
Personalized Experiences
Increasing competition
Flat growth, lower traffic
Experience vs. merchandise
Shopper:
“Know me & make it easy.”
Retailer:
“How do I keep pace?”
Online, mobile, in-store
Personalized & contextual
Inspire & delight
75% of shoppers want retailers to use personal
information to improve shopping experience.
Forrester, How Customer Data Elevates Experiences, 2015

7. Personalized Experiences Require Engaged Associates
Collaborate
New operating model demands new skillset
Engage
Empowerment critical for meeting shopper expectations
Simplify
High attrition hurts customer journey
‫‏‬Source: Motorola, 2014
65% of associates want mobile devices
to better serve shoppers

8. Lightning Fast Innovation
Personalize Retail Everywhere
New Business Models
Renting vs Buying
New Engagement Models
Digital revolution
New Industry Clockspeed
More change in 3 years than 50
$720M*
Nordstrom Acquisition of Disruptors Hautelook
& Trunk Club*
‫‏‬Source: Tech Crunch, Chicago Tribune

9. Retailers Must Connect with Shoppers in a Whole New Way
Personalization
Everywhere
Personalize every
interaction across
physical & digital
Super-charged
Employees
Harness proven,
popular social &
mobile tools
Lightning-fast
Innovation
Quickly test & launch
innovative ways
to execute

10. Company Profile: Traction on Demand
• Experienced: 9 Years Focused Solely on the Salesforce Platform
• 450+ customers, 1800+ projects & 300+ custom apps developed
• Largest dedicated Salesforce implementation partner in Canada
• 148 Employees, 200+ Certifications
• HQ in Vancouver, BC, 2nd office in Montreal, QC
• No outsourcing, no offshoring, no contractors

11. Retailers Face Unique Challenges
• Lack of a single view of the customer – at head office & in-store
• Disconnected sales, marketing & customer service
• Employee turnover & seasonal hiring
• Employee engagement & communications

12. Nearly Unlimited Possibilities on the Platform
With Head Office to Stores Collaboration on a Unified View of the Customer
Support Office Storefront
Call Center 360 View
Customer Self-Serve
Community &
Knowledge Base
Mobile Apps
Chatter for Products
Events – Loyalty
Internal Community:
Training & Motivation
Collecting the 360 @POS
Digital Store
360̊ view
eComm
Order management system
BI
ETL
Gamification
Social Listening
Marketing Automation
& Prediction

13. Where Do We Start?
Three Potential Strategies for your SFDC Implementation
1. Salesforce Customer Data
• Customer Call Center – Service Cloud
• In-store mobile app – Salesforce1
2. External Customer Data
• Marketing Automation – Marketing Cloud
3. No Customer Data
• Internal Employee Portal – Community Cloud
• Temporary Hiring – Force.com
• Social listening & publishing – Social Studio
• Customer Sign-in – Drava

14. Personal Shopping Appointment Sign-in with Drava
• Native Integration with
• Email & Chatter Notifications of Guest Arrival
• Customizable User Interface and Workflow
• “Type of Visitor” (Customer, Delivery, Partner, etc)
• Free 30 day trial, www.godrava.com
Upgrade Your Personalized Luxury Retail Experience

15. Customer 360: Key Decisions
Cleansing &
Quality
Identity
Aggregation
Data Model/
Relationships
Governance Transactions Presentation

16. Company Profile: ALDO Group
ALDO is the worldwide destination
for on-trend fashion footwear and
accessories at accessible prices.
Positive, authentic, and bursting
with personality, ALDO is the
lifestyle brand for people stepping
up in the world.
ALDO was founded in Montreal in
1972 and currently operates over
1,800 stores in 93 countries.
The ALDO Group also operates
other well known brands:
• CALL IT SPRING
• LITTLE BURGUNDY
• GLOBO

17. Transactional back-end
ecommerce system, email, and
lotus notes
Siloed View of the Customer
Inconsistent Experience
Across Channels
Limited Visibility
Challenges
Store, phone, email, chat, social Limited reporting capability
Data not centralized

18. Customer data model (360 view)
Service Cloud implementation
• Transactional data (POS), e-
commerce, social insights, etc.
Automatic customer matches to
incoming phone number & email
Streamlined agent workflow
Connected Operations from store
managers to head office
Hosting exclusive events for top
customers
Custom Eventbrite integration
Integrated with SFDC through a party
planning form (PPF) used in store
ALDO internal development project –
no SI support required
Redistribution of mismatched shoes
Customer Service A-List In-Store Events
ALDO Solution and Use Cases
Fix My Mix

19. Results
Streamlined processes
File complaints 50% faster
(save 20+ hrs per month)
Faster onboarding
30% reduction in training
time (3 wks to less than 2)
Reporting and Visibility
Insights automatically sent
3x per day
360 view across channels
Complete view of the
customer
An agile platform to rapidly innovate for continuous business success
1600+ cases closed and 100% adoption on first day of implementation

20. How Can We Increase Our Chances For Success?
Strategic decisions will ensure success & drive adoption
ROI
Time Invested
Hire/assign Salesforce
administrator at
beginning of project
Identify Super Users
Identify Super Stores
Bite-sized projects

21. Participates in conversations about brand across social networks
Transforms the customer experience by building a suite of mobile apps, such a Style Guru
Responds to issues faster across multiple channels having customer agents use Service Cloud
ALDO Steps into the Future of Retail with Salesforce

22. Coming to Dreamforce ‘15?
Connect with Salesforce & Traction in the Retail Showcase
(Moscone West)
Mike Bogan, Traction on Demand
mbogan@tractionondemand.com
Omar Zaibak, Salesforce
ozaibak@salesforce.com