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. Joseph Godsey, Head of Digital Brand Commerce, explains that the company “is truly trying to build differentiated experiences, identifying key consumer segments and mapping out experiences tailored to their needs.”
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 US came from millennial shoppers, almost every one of whom started the purchase journey online, according to Jacqueline Smith-Dubendorfer, VP, Digital Experience Design.
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.