Sales and Distribution report on

ALDO

Submitted To Mrs. Preeti Gadhvi

16/05/2016

Submitted by:Bhavna Singh

Preeti Pujari
Sukriti Mungali

National Institute of Fashion Technology, Gandhinagar

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Contents-

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ALDO
The Aldo is a private corporation in Canada that owns and operates a worldwide chain of shoe and accessory
stores. The company was founded by Aldo Bensadoun in Montreal, Quebec, in 1972, where its corporate
headquarters remain today. It has grown to become a worldwide corporation, with nearly 2,000 stores under
three retail banners: ALDO, Call It Spring/Spring and GLOBO. Stores in Canada, the U.S., the UK, and Ireland
are owned by the Group, while international stores are franchised. ALDO shoes were founded in Canada in
1972 as a footwear concession within Le Chateau. The original group included stores in Montral, Ottawa,
Quebec City, and Winnipeg. Aldo Bensadoun known today as a global shoe giant built his empire starting in
Montreal. The first freestanding ALDO store was opened in Montral, in 1987. The brand expanded in the
1980s and 1990s, with stores operating under the name ALDO across Canada. The first store outside of North
America opened in Israel in 1995. The brand expanded in the 2000s into Saudi Arabia in 2001, England in
2002, and Singapore in 2003. Since then, the ALDO Group, with the ALDO and Call It Spring/Spring banners,
has further expanded on the international market.

MISSIONThe ALDO Groups mission is to consistently provide a total customer experience through our people,
products and environments and to ensure an enjoyable and memorable shopping experience for every
customer.
People
The ALDO Group adopts a people-first approach at every level. Our team members are the lifeblood of the
company and the greatest articulators of our philosophy and core values.
Products
ALDO Group brands are always at the forefront of their market segment. Exclusivity is key: styles are
designed and developed specifically for each banner to reflect their individual "personalities" and aesthetic.
Environments
Each ALDO Group banner carries its own atmosphere: a look, feel and attitude that supports and enhances
the products. Each brand conveys its message through store design, merchandising and style of interaction
with clients.

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VISSIONThe ALDO Group vision is to be a world-leading creator and operator of desirable footwear and accessory
brands by delighting our customer, relentlessly pursuing profitable growth and always acting with our founder's
values of love, respect and integrity.
Love
Caring passionately: Enthusiasm, from the inside out
Respect
An open-hearted attitude: Embracing diversity, encouraging equality
Integrity
A commitment to excellence: Principled follow-through on every task undertaken
Brand promise: Always up-to-date with the latest trends from the fashion capitals of the world, and with an
emphasis on quality and craftsmanship, Aldo is a brand for the conscious, self-aware shopper.
Target market: Aldos target market comprises men and women aged 16 to 45, with a chic, trendy, bold
fashion sense, medium to high purchasing power and willingness to spend on their appearance/ image.
Competitors: Aldo, though primarily a shoe brand, also sells bags and accessories. Its competitors include
other brands that sell a similar array of products. Four of its closest competitors are:

Nine West

Steve Madden

Charles & Keith

Pedro

Some of the other competitors include Accessorize, Zara, Mango, Topshop, H&M, Guess, Forever21,
New Look, Pull & Bear, Bershka, Dorothy Perkins, River Island and Bata. These competitors are not as
big a threat to Aldo as the aforementioned four because some of them focus primarily on accessories

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and others on clothing. The shoe brands mentioned here also do not have similar price or style offerings
as Aldo.

ALDO at Alpha one

ALDO store, Alpha One Mall, Ahmedabad, Gujarat.
Phone No: +919624252497
Store operating timings

Monday-Friday : 9.30 am - 9.30 pm

Saturday and Sunday: 9.30 am 10.00 pm

Store conceptMulti brand outlet

Size of the store- 1400 sq. ft.
USPs of the store- brand name, quality products, remarkable customer service
Location strategy of the storeStore is located in one of the most popular area of the city. Store is located on ground floor right at the entrance
& seeks young customers attention easily.

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STORE HEIRCHY

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Area manager
Mr. Syed Saiz

Store manager
Mrs. Moumita

Asst. store manager

Senior Fashion
Consultant
Mr. Nadim
Fashion consultant
Ms. Shweta
Mr. Tausif
Mr. Sharad

Fashion consultant
Mr. Sharukh
Mr. Anil
Ms. Monika

Currently there is no Assistant Manager working in Aldo

Everything is done under the supervision of Mr Nadeem who is working as a Senior Fashion
Consultant
Fashion Consultants work in two shifts, First shift starting at 10am to 7pm done by
Ms. Shweta , Mr. Tausif and Mr. Sharad and the second starting at 12.30pm to 10pm done by
Mr. Sharukh , Mr. Anil and Ms. Monika.

Sales Techniques
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Stay G-O-L-D also represents the Aldo sales approach also known as their selling philosophy
GREET THE CUSTOMER
OPEN A DIALOGUE
LEAD THE SALE
DEEPEN BRAND LOYALTY
O-Open a Dialogue
G- Greet the customer

- customize your approach based on your customer's

- make eye contact with every customer

body language and style

- greet customers in a friendly relaxed way and make

-ask open-ended questions to determine the customer's

them feel welcome

needs

- respect customers space

- engage the customer with a question about their

- be enthusiastic, genuine and professional

personal style
- share news of recent product arrivals, trend
directions

L- Lead the Sale

D- Deepen Brand Loyalty

-match the customer's need to the appropriate products

- don't be in a hurry to close the sale

- communicate features and benefits of the given

- walk the customer to the cash

products

-reassure the customer to experience a brand initiative

-suggest additional items that relate to your customer's

-encourage the customer to experience a brand

needs

initiative

- offer ORDER if there is no suitable alternative

- always thank the customer

- be available to serve other customers or help a fellow

brand representative

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Sales Training

Hiring of new staff is done by the human resource head at the head office; all interviews are taken by the
HR as well for the new employees.

New staff training is done by the old & experienced staff and old staff training is done by the asst.
manager & the store manager

Induction program is held for new staff members lasting about 3-4 days. New employees are briefed
about the company, the store, given hand-outs, and taught the STAY GOLD philosophy

Role plays on how to sell are conducted as part of the induction program and also sometimes during
sale season and before the arrival of new collection

Briefing by the store manager is done every morning. The store manager is sent the sales targets from
the head office in, Mumbai. The store manager then divides the sales target amongst his team breaking
the weekly targets into daily targets.

Special briefing is done by the store manager during promotional period for daily target achievements
and various methods of selling.

Training to understand the layout of the back store is done by the store manager and the senior
consultant. The new employees are taught about the coding of the shoes at the warehouse. Coding is
done on the basis of color, size and name of the shoe.

The store manager conducts frequent training programs for the sales representatives, cashier and other
team members to motivate them from time to time.

It is the store managers responsibility to update his subordinates with the latest software's in retail or
any other developments in the industry

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Motivation
The employees are constantly motivated to perform well at ALDO. Rewards are given in the form of financial
and non-financial incentives. At ALDO, the company provides the team with an abundance of opportunities to
help them realize their full potential, because at our core, they believe that when one person grows, so too does
the company. The result is a productive and fast-paced culture where performance standards are high and a
healthy work ethic and overall excellence is celebrated.
Financial motivation is in the form of monetary terms where employees are granted incentives for working as
per the sales targets. Targets set by the head office are later divided amongst the various fashion consultants
under weekly targets and daily targets by the store manager. The consultants who achieve 90-100% of their
sales target and above receive incentives. Another form of incentives is received by the items per transaction
method. In this method, employees are given incentives based on the decided everyday basket average size (1.8
currently). If an employee is able to maintain their daily basket size of 1.8 for the entire week, they receive
incentives. A general incentive under IPT gives a minimum of Rs 600
Non-financial motivation is given in terms other than money. The two most common non-financial
motivations are in the form of compensatory off leaves and employees discount. Employees are granted compoff for working during national holidays or working extra hours majorly in the form of compensatory leaves for
later and also sometimes in monetary terms. The other non-financial form of motivation is by allowing
employees discount of 25% after six months of their employment.

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STORE DISTRIBUTION

Ordering from stores is done to take orders from to know what quantity is required where
Transfer of stocks from warehouse is the first process of store merchandise handling in which stocks is

transferred from warehouse to store.

Receipt of stocks at store is received from the warehouse and is signed by the receiver at the store
Loading & Unloading of stock done by the warehouse workers
Goods are Returned to warehouse which are in access or defective & cannot be displayed on the floor
by taking photos at the time of delivery and sent to the HR, area manager and the store manager of the

store
Stock receiving from vendor is done by the loading unloading team(whoever works in the morning shift)
Merchandise write off Procedure is done after the unloading of the merchandise is done on the store
Merchandise Location & Stacking (LIFO,FIFO) is done when the stock reaches on the store, then its

displayed according to the first in first out or last in first out arrangement
The store follows, the first in first out method of managing inventory and financial matters
Plano-grams implementation is done by the VM team
Merchandise Replenishment & Inventory reordering is done when the old stock gets over and new stock
is needed in the store.

STOCK REPLENSIHMENT
Stock comes twice in 15 days in the store. Stock control is done by the store staff. Access stock or extra sizes
are kept in the stock room rest all required sizes are displayed it includes following phases

Stock unloading
Stock scanning & counting

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Removal of defective pieces

Display according to collection

Stock at the time of unloading is monitored by the senior consultant or the store manager. The receipt from the
warehouse is signed by the receiver and detail from the consignment is fed into the system. Defective goods are
taken photos of. The photos are immediately sent to the HR, area manager and the store manager. The
consignment is withheld by the store till the approval of return of defective goods is sent from the head office in
Bombay.
Stock control is done using software called Navision which looks into various aspects of stock control and also
customer database. Typical features of stock control software include:

Ensuring that products are on the shelf in shops in just the right quantity.
Recognizing when a customer has bought a product.
Automatically signalling when more products need to be put on the shelf from the stockroom.
Automatically reordering stock at the appropriate time from the main warehouse.
Automatically producing management information reports that could be used both by local managers

and at head office.

Stock control systems ensure that shelves are appropriately stocked.
Efficient stock control allows you to have the right amount of stock in the right place at the right time. It
ensures that capital is not tied up unnecessarily, and protects production if problems arise with the

supply chain.
Deciding how much stock to keep depends on the size and nature of your business, and the type of stock
involved. If you are short of space, you may be able to buy stock in bulk and then pay a fee to your

supplier to store it, calling it off as and when needed.

Keeping little or no stock and negotiating with suppliers to deliver stock as you need it

Customer relationship management

Customer relationship management is an approach to managing a company's interaction with current and
future customers. The CRM approach tries to analyse data about customers' history with a company, in
order to better improve business relationships with customers, specifically focusing on retaining
customers, in order to drive sales growth. One important aspect of the CRM approach is the systems of
CRM that compile information from a range of different channels, including a company's website,
telephone, email, live chat, marketing materials, social media, and more
Aldo uses NAVISION which is an ERP (Enterprise Resource Planning) Solution designed for small to
mid-sized businesses to automated the majority of their transactions from CRM (Customer Relationship
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Management), to Quoting, Ordering, producing, shipping and Invoicing on the sales side, to Purchasing,
Receiving, Paying and Inventorying on the supply side. It is a software package with built-in, integrated
warehouse and distribution, manufacturing, jobs, and service modules, plus CRM capabilities

Advantages
Efficient and flexible - you only have what you
need, when you need it

Disadvantages
Meeting stock needs can become complicated and expensive

Lower storage costs

Possibility of running out of stock if there's a hitch in the

system

Keeping up to date and develop new products

without wasting stock

Dependency on the efficiency of your suppliers

Aldo does not have any loyalty program for customers. The only source of communication between the
customers and the store about the promotional offers and new arrivals is through text messages. The
customer database is maintained in the system.

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PROMOTIONAL STRATEGIES
1. Bi-annual discounts are given during September-October and during January period. (30% - 40% 50%)
2. 2 items for 1 or buy 2 items for one price is a very successful way of selling old stock. This technique is
very useful and usually used on sunglasses and accessories
3. All Aldo stores have one rack which is under discount throughout the year. Items with low sale and nonmoving items are displayed on this rack items with discounts ranging from (20% - 30%. This rack is
maintained to restore normalcy in sale, clear the stocks, for monetary profits through increased sales, to
increase brand awareness and to keep customers in rotation.
4. Aldo once adopted the lottery system of discounting. The Jar with the discounted coupons were kept at
the point of sale. The coupons were in the form of discounted cards mostly ranging from 10-15% and a
few with a flat 50% discount. This offer was used once in march last year
5. Newly launched products are also occasionally displayed on the discounted rack for promotional
purposes.
6. A very common offer that takes places at ALDO for bags is buy for Rs 7000 and get Rs 2000 off
7. Executing Promotions on featured areas
a. Promotional aisle
b. Walls
c. Windows
8. During executing promotions all the eye catching areas are covered by the promotional boards and
promotional themes which can attract people attention.

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Suggestion and feedback

The store should not give a cluttered look and give the customers space to move and shop freely in the
store

Formulate a concrete refund policy for your store.

ALDO customers are more likely to see changes in the price of the products as it shows that are not
satisfied with the price strategy of the brand. ALDO performs best in terms of quality but when it comes

to price customers want to see changes in price.

Introduction of a loyalty card program for more promotional offerings during special occasions.
Need of frequent renewal of stock. The stock was relatively older from the stock at the store in Delhi
Need of more customer attendants during sale period. The store was filled with customers but a lack of
attendants seemed to be causing nuisance in the store.

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Bibliography
http://www.webopedia.com/TERM/C/CRM.html
http://www.aldoshoes.com/us/en_US/promotion-details
http://www.aldogroup.com/about-us.html
http://www.silverw.com/navision/
https://en.wikipedia.org/wiki/Aldo_Group
ALDO: Alpha one

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