Case Study

Aldo’s global omnichannel imperative

7 pages
December 2018
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.
Omnichannel, Retail, Franchise, Globalization, eCommerce
Global, Canada
Aldo Group, Consumer Goods, Footwear
Published Sources
© 2018
Available Languages
Related material
Teaching note
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics