BC NA December 2020

“I am impressed with
how our associates
have responded to
the introduction of
new technologies”
—
Ty Tastepe,
Chief Information and Digital Officer,
Altar’d State
The ongoing COVID-19 pandemic
has led to changes in customer behaviour
which Altar’d State is responding
to. “We’re emphasizing our digital
investments but we’re continuing to
invest in our stores as well. We care
very much about the experience we
provide to our guests in our stores,
and that will continue to be a key
component of our strategy. So it’s
a balancing act between our digital
and physical presence.” That balancing
act dovetails with the company’s
strategy to be present wherever its
guests shop, to provide a seamless
experience across all touchpoints.
“That includes both our direct channels
and third party channels. We’re
deploying technologies to provide single
visibility to our inventory in a near
real-time mode and manage orders
across the ecosystem, both direct
and indirect channels. That enables
us to offer capabilities like buy online,
pickup in store.”
Such innovations stand the company
in good stead to thrive in the new
normal, leaving Tastepe to conclude
that the future is bright for Altar’d
State. “We weathered the storm as
well as can be expected and even
launched our wedding brand in the
middle of the year during the pandemic.
We will continue to listen to
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