Adidas Customer Experience and Product Teardown
Adidas are on a mission to personalise and connect people to a community to create tighter relationships. They believe that ‘Through sport we have the power to change lives’.
In 2015 Adidas issued a 5 year strategy called ‘Creating the New’ where they described themselves as a digital company and not an apparel brand. The now deliver an omnichannel experience. These customers are worth 30% more over their lifetime than single channel consumer *
Their online digital experience starts with simple requests for information through to transactions and then progresses into a holistic customer experience to strengthen the relationship with their customers.
Adidas learn from the smallest of interactions and start to build on it to provide personalised content. They do this subtly at first by simply saving a users past searches as ‘Your recent searches” which they play back to customers when the re-engage with the search. Additionally the ‘Best of Adidas ’ section will show customers products you have shown an interest in
Join the club
People are welcomed to join the ‘Creators Club’ which gives customers exclusive benefits, and rewards them for doing more with Adidas.
Customer engagement becomes both a journey and a game which customers can progress through to open up more benefits in the Adidas world called the Creators Club.
The Creators Club changes what for most sports brands would simply be an infrequent transactional relationship with a ‘clothing/shoes’ company into a digitise lifestyle habit changing and supporting experience.
Transactions are not exclusively monetary, most are informational such as completing your profile, sharing content, leaving a review, going for a run or completing a workout.
As customers earn more and more points they are levelled up. Each time they login, transact or provide more information customers are given points as a reward.
There are a number of gamification mechanics in play here. From Fixed Action Rewards and Random / Mystery Rewards to Rolling Action Rewards and and Social Treasures. But the main driver and motivator is progression.
The dashboard / Account pagefocuses on your points andaccruing new ones
Your dashboard then updates with your points and further deals
Customers get offers in the form of vouchers and the more points they acquire the better the offers
By earning points you can level up and become an 'Icon' which is the top-tier of the Creators' Club where you'll get the most exclusive rewards such as invites to priority events, priority access to limited edition products etc.
The brilliance of this experience is that it is delivered through a omnichannel CX eco-system which is consistent across all devices, seamless for the customer and enviable. Let's have a look at that eco-system.
The application landscape
Adidas also gather customers preferences, help them set and meet goals through a number of digital touch-points and complimentary apps.
These app provide tools, content, promote offers, create social connections and increase personalisation as a result of all these engagements.
The main shopping and account management application which speaks to your online presence and all other applications.
The running application which provides you a fitness companion to monitor your activity while also awarding points for your activities
A workout creator where you set goals, join the community & get inspired by millions of fellow fitness fans worldwide.
GMR APP and FIFA MOBILE
GMR insole tag records what you do on the football pitch, and transferring this into the EA SPORTS FIFA Mobile game - Giving you access to exclusive content, improve your Team OVR and compete with others.
Adidas' customer experience principles
Adidas present themselves and be an inspirational and aspiration brand, creating desire for their products and services and pride in the association.
Make the customer experience seamless, consistent and interactive while also creating a lasting connection.
Bring what is relevant to customers, respecting their interests (you can’t talk to them all in the same way) and provide them interaction through their interests.
Understanding Adidas' customer experience ecosystem
Adidas are now effectively a digital delivery company that just so happens to sell apparel. Here is a simplified map of how they deliver this first-class premium customer experience.
Where the digital and real-world collide
In their flagship stores Adidas real-world customer experience has a distinct digital feel. It's integrated into the experience. But while we believe they are doing great things there is still much more that could be done.
The basics are, of course covered. Visitors can look up items in-store to find out more about the product and not have to rely on the shop assistants.
When you purchase a product they connect this into your online account (or start one) so you gain points and claim rewards all the while building up the connection with the brand.
There is also evidence to suggest much more is to come. Conceptual work out there is looking to integrated both AR and voice-assistants to help serve customers - so keep watching this space
Out in the field and pitches the GMS and FIFA Mobile integration excels at bringing the real-world into an actual computer game. I highly recommend you check it out here.
Adidas haven't just said they take CX and digital seriously they are proving it. This is no annual report sweetner to appease their shareholders.
They want to make the customer experience personal. They have a mission, they've created the culture and strategy to push it and make it part of Adidas' DNA.
Make a connection and make it personal - Find out what your customers are connected to and make that your mission
Capture information from all interactions
Play back what you know in a beneficial way
Create digital stories and journeys that customers can go on and progress through
Reward loyalty (from as small as logging in, it's not just about spending cash) and repay that loyalty in something unique and tangible
Make the connection special – create clubs, rewards and benefits
Surprise and delight them. Be bold. Be brave.
We are sure there is more to unearth and say but as a starting point all signs point to Adidas being one of the leaders in this space and the rest will do well to catch up.
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If you wish to get a customer experience programme up and running and make strides in getting ahead of the competition get in touch using the form below and we'd be happy to talk about the challenges you are facing.
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