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    Case Study

    Aldo’s global omnichannel imperative

    By Omar Toulan and Shih-Han Huang
    7 pages
    December 2018
    Order this case study
    Reference: IMD-7-2049

    Late 2015. E-commerce was changing the face of retailing, and ALDO, a Canadian shoe retailer with a global presence, was not immune. The effects of e-commerce were felt not just in the sales channels, but in the whole customer experience and the customer journey. To successfully execute a compelling online and overseas strategy, there were a few things that ALDO needed to consider: 1) How could it build its online presence overseas given its historical expansion via a franchise model? 2) Given the rise of e-commerce, should ALDO reconsider its internationalization business model? 3) What does a truly omnichannel business look like for ALDO, and what does the company need to do to make it succeed?

    Learning Objective
    • Understand the challenges a company’s historical business model can bring to globalization in the ecommerce era
    • Explore the implications of e-commerce on customer experience and sales channels.
    Keywords
    Strategy, Omnichannel, Retail, Franchise, Globalization, eCommerce
    Settings
    World/global, Canada
    Aldo Group, Consumer Goods, Footwear
    2015
    Type
    Published Sources
    Copyright
    © 2018
    Available Languages
    English
    Related material
    Teaching note
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