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Aldo's methods for building an engaging and inclusive ecommerce offer

At the Drapers Digital Festival, Gregoire Baret, general manager of omnichannel experience at footwear retailer Aldo, shared some key advice when it comes to creating an engaging and inclusive website.

Make it contextual

“We know that consumers like information on how to wear products and inspiration, whether it comes from influencers or models, is super important. However, customers don’t want to go to a dedicated section of the website that will display the trends. They’ve come to your website with a mission. They’re going to find the category they are interested in and start browsing. You have to interject the context and make sure that whatever the customer is doing while they are browsing, they can see some useful content, even on a product page.”

Make it fluid

“You have to make it work across any kind of device and, whatever the device, the experience you give your customers has to be a good one.” 

Make it convenient

“There’s a balance to be struck between branding and utility. Of course, a product page is all about function and allowing the consumer to purchase easily, but there will be a percentage of customers who land straight on a product page and will gain their whole view of who you are and what you do from that page. You have to make sure it is a clean but still inspirational way of connecting with your customer and has further services, such as the option to see more product from the same collection and feedback from other consumers.”

Make it fast

“Of course, no single consumer wants to see a super-slow website, but online performance is becoming increasingly important. This summer, the way websites are indexed by Google is changing depending on how fast your website is. If you’re too slow, you could disappear from the page of Google results. Ensuring we can a make a beautiful experience super-fast is an obsession for us.” 

Make it human

“Nobody wants a moment of robot interaction with a website. They want to interact with something that feels like it is being led by a human. Even if it’s something super-functional, they want it to feel human.”

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