Adidas Expands Digital Presence With Personalised App

To you, for you, with you” is the motto for the new Adidas app, which the sporting goods company revealed at Salesforce’s Dreamforce conference in San Francisco, California earlier this month.

Adidas says its new app offers an Adidas experience tailored to its consumer’s preferences and behaviour – offering easy access to the Adidas’ online store product offerings and providing consumers with customised product recommendations, inspiration through personalised articles, blog posts, videos and real-time updates about the sports, athletes and products they care about.

“With the Adidas app we are truly enhancing and personalising our consumer’s experience with Adidas. With one tap, consumers can now purchase directly through the app, track their order, interact with the brand and benefit from a customised newsfeed,” says the company.

Adidas Expands Digital Presence With New Personalised App e-commerce news

Consumers can complete transactions directly in the app using the tap-to-buy through Apple Pay and Android Pay, track their order and chat with customer service as well.

“The app gets to know the consumer’s sport and style preferences and learns from his or her behaviour and interaction with Adidas across all our digital touch points. The most relevant news stories, articles, blog posts, videos and events announcements are surfaced to engage with the consumer on what they are passionate about. It will take into account preferred sizes and colours and shows availability based on the consumer’s country location,” says Joseph Godsey, head of digital brand commerce at Adidas.

“The Adidas app is a great example of the premium, connected and personalised experiences we want to create across all our consumer touch points.”

Godsey says the app will help Adidas connect and create direct relationships with its consumers “inspiring them in their own journey with sport and style”, while also offering the products and services they really want and need, when and where they want them.

“The app is an integrated part of the Adidas digital ecosystem; it enables us to further evolve our business and ensure eCommerce continues as our fastest growing sales channel.”

Redefining its digital presence is part of Adidas’ commitment to achieve greater consumer centricity and accelerate digital transformation across its entire organisation as part of its 2020 strategy “Creating the New”. The www.adidas.com and www.reebok.com websites are already today the brands’ largest and most profitable own points of sale globally. By 2020 the company plans to achieve €4 billion in sales coming from its own e-commerce platforms, compared to € 1 billion in 2016.

The new app by Adidas is powered by Salesforce technology including Commerce Cloud, Marketing Cloud and Service Cloud and is now available for download through the Apple App Store and the Google Play Store in the US and UK, with plans to roll out the app in more countries through the first half of 2018.

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