The Migration That Made ALDO's Physical and Digital Worlds Speak to Each Other
Footwear
Company Brief
Founded in 1972 in Montreal, ALDO is one of the world's most recognized fashion footwear and accessories brands, operating over 3,000 points of sale globally across more than 100 countries. Known for its on-trend designs and accessible luxury positioning, ALDO has built a loyal global following across four decades of retail innovation.
In Southeast Asia, ALDO operates through Montreal Pte Ltd, its official regional partner, with over 80 stores across Singapore, Malaysia, Thailand, and Indonesia. With a strong physical retail presence already established across the region, ALDO came to Codilar with an ambition that matched the scale of the brand; to build a fully unified phygital commerce experience that brought its online and offline worlds together for the first time.
Migrating from Oracle SuiteCommerce to Adobe Commerce
Building a Unified Omnichannel Commerce Architecture
Integrating Capillary CRM and A-List Loyalty Program
Delivering Multi-Source Inventory Across Stores & Warehouses
Launching Localized Experiences Across Four SEA Markets
Integrating Lazada and Shopee Marketplace Channels
Enabling AI-Powered Recommendations Through Adobe Sensei
Project Overview
Codilar partnered with ALDO Southeast Asia to migrate from a legacy Oracle SuiteCommerce platform and build a purpose-built Adobe Commerce solution spanning four countries simultaneously. The engagement delivered a unified omnichannel experience connecting over 80 physical stores with a new digital storefront.
It integrated ALDO's A-List loyalty program and Capillary CRM across online and offline channels, implemented a multi-layered promotion engine, unified inventory across stores, warehouses, and marketplaces, and launched localized experiences in four languages, four currencies, and four payment and logistics ecosystems.
Business Challenges
Oracle SuiteCommerce's aging SaaS architecture was limiting ALDO's omnichannel capabilities and growth
The platform license was set to expire within two months, creating a tight replatforming timeline
Inventory and customer data across 80+ stores in four countries were disconnected from eCommerce
The A-List loyalty program was not integrated with the online store
Promotions and discounts operated separately across online and offline channels
Expansion across four countries required localized experiences for language, currency, payments, and logistics
Lack of marketplace integration limited inventory visibility and order orchestration across Lazada and Shopee
Codilar's Solution Approach
Migrated ALDO from Oracle SuiteCommerce to Adobe Commerce to support long-term scalability
Conducted stakeholder workshops to align Marketing, Brand, Technology, and Management teams
Launched the Singapore website in six weeks through three agile development sprints
Integrated Capillary CRM and Loyalty for a unified customer and loyalty experience across channels
Built an advanced promotions engine supporting discounts, coupons, loyalty redemption, and gift vouchers
Implemented Multi-Source Inventory for real-time stock visibility across stores and warehouses
Created four localized storefronts within a single Adobe Commerce instance
Developed automated omnichannel order orchestration based on inventory and customer location
Integrated Adobe Sensei for AI-powered product recommendations
Enabled shoppable Instagram feeds connected directly to products
Integrated Lazada and Shopee for unified inventory management and marketplace order orchestration
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This wasn't just a replatforming project. It was about unifying stores, loyalty, inventory, and marketplaces into one commerce ecosystem. The result was a seamless phygital experience built for scale.
Shahed Jamal
Practice Head, Adobe Commerce, Codilar
From Legacy Platform to Phygital Commerce Engine
The Platform Had Not Caught Up With the Business
ALDO had built something genuinely valuable in Southeast Asia. More than 80 stores across Singapore, Malaysia, Thailand, and Indonesia. A loyalty program called A-List that was driving the majority of its sales. A customer base that knew the brand, trusted it, and kept coming back. What it did not have was a digital channel that reflected any of that.
The existing platform, Oracle SuiteCommerce, had served its purpose for a simpler time. But ALDO's ambitions had grown well beyond what it could support. It could not connect the A-List loyalty program to the online store. It could not unify inventory across physical and digital channels. It could not be localized for four different markets without creating four separate management problems. And its license was due for renewal in two months. The constraint was not just technical. It was urgent.
Why Adobe Commerce. Why Now!
For an engagement of this complexity, four countries, eighty stores, a loyalty program built over years, marketplace channels, and a six-week deadline for the first launch, the platform choice was not a close call. Adobe Commerce had the power, the flexibility, and the ecosystem to address everything ALDO needed today and the headroom to support what it would need next.
Before a single line of code was written, we flew to Singapore. In-person workshops with stakeholders from Marketing, Brand, Technology, and Management gave us the alignment that a project of this scale required. Ambitions had to be grounded. Requirements had to be surfaced. Every team had to be pointing in the same direction before the six-week clock started.
The Clock Was Already Running
The first milestone was non-negotiable. The Oracle platform license was expiring and every week of delay meant cost that had no business case behind it. We structured the engagement as three two-week sprints covering design, development, and launch, with a dedicated team including a Product Owner, UX Designer, Magento backend and frontend developers, QA, and a Scrum Master.
Six weeks later, the Singapore website was live. Not a minimum viable version. A full Adobe Commerce storefront with loyalty integration, localized experience, and the design system that would serve as the foundation for the three markets to follow.
Connecting Eighty Stores to One Digital Experience
The defining technical challenge of the engagement was not the replatforming. It was the unification. ALDO's physical stores held years of customer purchase history, loyalty points, and preference data that the online channel had never been able to access. For a brand whose strongest commercial asset was its A-List loyalty program, that disconnect was costing real revenue every time an online customer could not access the points they had earned in store.
We integrated Capillary CRM and Capillary Loyalty directly into the Adobe Commerce platform. The result was a single customer view that unified every purchase, every point, and every interaction regardless of where it happened. A customer who earned points at Orchard Road could redeem them online. A customer who browsed online could walk into a store and be recognized. The loyalty program that had driven ALDO's sales in physical retail became a fully active part of the digital experience for the first time.
The Promotions Needed to Work Together
Loyalty integration alone was not enough. ALDO also needed its promotional logic to work across channels without the manual overhead and inconsistency that came from managing online and offline offers separately. The requirement was genuinely complex: category-based discounts, coupon codes, loyalty point redemption, tier-based discounts, and gift voucher redemption all needed to work simultaneously on a single cart without conflict.
We built a comprehensive promotion engine within Adobe Commerce that handled all of it. A customer at checkout could apply a category discount, use a coupon code, redeem loyalty points earned in store, receive an additional tier discount based on their A-List status, and apply a gift voucher, in a single transaction. What had required manual management and created customer-facing inconsistency became an automated, reliable system that strengthened the brand's commercial proposition online and offline simultaneously.
The Proof
of the Brief
Order Processing
Capacity Increase
Conversion
Boost
Reduction in Total
Cost of Ownership
Countries Fully
Localized on One Platform
The Proof
of the Brief
Order Processing
Capacity Increase
Conversion
Boost
Reduction in Total
Cost of Ownership
Countries Fully
Localized on One Platform
The Problem Was Not the Stock
Dead stock is a cost that accumulates quietly. Products sitting in one warehouse while customers cannot find them online, or inventory held in stores that the eCommerce channel has no visibility of, represented a structural inefficiency that no amount of merchandising could solve without fixing the underlying data.
We implemented Multi-Source Inventory across ALDO's full network, warehouses, stores, eCommerce, Lazada, and Shopee, creating a real-time, bi-directional view of stock across every channel. Order orchestration logic automatically assigned inventory to each incoming order based on customer location, stock location, and product availability. Store staff could override assignments when needed. And for walk-in customers, the endless aisle capability meant that a product not physically present in a store could be ordered on the spot from wherever it was available. Dead stock dropped significantly. Inventory utilization improved.
The Scope Was Bigger Than It Looked
Expanding into four Southeast Asian markets simultaneously meant four different languages, four different currencies, four different payment gateways, and four different logistics partners, all needing to feel like a locally native experience to the customer while remaining manageable as a single platform for ALDO's operations team.
We built four country-specific websites within a single Adobe Commerce instance. Singapore ran in English and Mandarin. Malaysia in English and Malay. Thailand in Thai. Indonesia in Indonesian. Each market had its own currency, its own payment integration, and its own logistics partner. Each felt local. All four were managed from one place.
Beyond the four owned storefronts, we implemented bi-directional integration with Lazada and Shopee, the two dominant marketplace platforms in the region. Inventory synced across all channels. Orders from marketplaces were orchestrated through the same system as eCommerce and store orders. ALDO's operational team went from managing disconnected channels to overseeing a unified commerce operation.
After the Complexity Was Resolved
The engagement gave ALDO Southeast Asia what it had been building toward for years, a digital presence that matched the scale, the loyalty, and the brand equity it had established across eighty physical stores. Singapore launched in six weeks. Three more markets followed. Order processing capacity doubled. Conversions grew by up to 150%. Dead stock reduced meaningfully across the network. And the total cost of owning and operating the platform fell by 15% through the efficiencies that consolidation and unification made possible.
Partnering with us gave ALDO more than a new platform. It gave the brand the infrastructure to compete online the way it had always competed in store, with a loyalty program that worked everywhere, promotions that made sense to customers, inventory that was always accurate, and an experience that felt local in every market it served. For ambitious retail brands looking to unify their physical and digital presence across multiple markets without multiplying their operational complexity, that is exactly what we build.
