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Aldo creates AWS cloud data lake to boost CRM strategy

Global footwear group Aldo has used a new retail technology approach to build a centralised Amazon Web Services (AWS) data lake that it says will enhance its customer relationship management (CRM) strategy.

Aldo has leveraged its existing partnership with tech company Talend to integrate a broad range of data sources with AWS, which will reportedly enable the business to gain immediate customer insights for use in marketing strategy.

The retailer said that once raw data is collected in Amazon Simple Storage Service ‘buckets’, it can link customer profiles to transactions and interactions across all its sales channels and therefore segment its data ahead of running campaigns.

Zaher Hazim, senior director for IT architecture, integration and cybersecurity at Aldo Group – which owns the Aldo, Call It Spring, Globo, and Mr B’s brands – commented: “We realised quickly that the millennial generation was driving most of our global sales, presenting a new business challenge for us.

“Traditional sales took place at retail stores or on our eCommerce site, but more recently, social media has become the most popular. We chose Talend Data Fabric to help us build a strong consumer experience across all our channels.”

Aldo Group, which is headquartered in Canada, has 3,000 points of sale in over 100 countries, and it has said its new IT architecture allows the business to better understand its customers.

Talend and Aldo have worked together for several years, but this latest development is part of the retailer’s new cloud-focused strategy.

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