By putting shoppers at the center of its business, adidas keeps winning.
Speed and agility have been hallmarks of great athletic performance since the earliest Olympic games, and likely before. But speed and agility in retail? That’s not so easy.
A leader in athletic sportswear, shoes, and fashion, adidas is disrupting manufacturing and retail with bespoke design and a digital approach that puts consumers at the center of everything the company does. “This generation, they expect something now. They want instant gratification. They want to explore. They want to discover,” said Jacqueline Smith-Dubendorfer, VP of Digital Experience Design. “We need to lead and be able to respond to those consumer expectations immediately,”
Athletic gear maker adidas is a Trailblazer in digital and online marketing.
Digital first: adidas consumers begin their journey in the digital experience.
Traditionally, retail shoppers started their purchase journey in a physical store. More recently, those same shoppers are using both online and offline starting points. For adidas, the website is now the dominant channel, with more and more consumers starting their journey digitally.
During the most recent holiday season, for example, a significant share of revenue in the U.S. came from millennial shoppers, almost every one of whom started the purchase journey online, said Smith-Dubendorfer.
This evolution from brick-and-mortar retail to digital commerce has enormous implications for companies trying to keep up with people’s changing preferences. For adidas, it meant prioritizing the digital experience by investing in a suite of Salesforce products, including Commerce Cloud and Service Cloud. It’s an investment with tremendous upside, as the shift to digital provides opportunities for adidas to get closer to consumers and understand each one individually.