Alo has used digital channels to reach consumers and reinforce the brand vision with practical tools:
• Video content: Partnered with Scholastic to develop a program of free video programs on Yoga, mindfulness, meditation and creativity for kids in school.
• Virtual tools: Launched a virtual wellness studio on Roblox, called Sanctuary, which has had 55M visitors as of 2023.
• Virtual Reality: Debuted a VR shopping and wellness tutorial app for Meta Quest 2 headsets
• Instagram and SMS marketing: Alo's shoppable Instagram feed (3.4M followers), features content from both social influencers and micro-influencers. The posts are almost entirely focused on yoga.
Alo has built relationships with the community of Yoga practitioners and mindfulness influencers:
• Meetups: At scenic locations around their stores, the brand frequently hosts special events that include combinations of exercise, meditations, recovery
routines, specialized food and beverages, and discussions about mindfulness.
• Live Yoga classes: Some of Alo’s stores (called Sanctuaries) include studios for yoga classes and wellness café’s.
• Store events: All stores periodically host social events that reach out to the community and educate visitors about yoga and mindfulness.
• Wellness HQ: Alo’s 80,000 square foot headquarters in LA is open to the community and features cold plunges, infrared saunas, cryo-chambers, a gym, a music studio and a podcast studio.
• Alo House: There’s also Alo House, a mansion with pool and exercise facilities. Here the brand brings together community members and brand ambassadors for yoga classes and wellness activities.