Adidas taps data and technology smarts to build personalised digital engagement with consumers

Sports brand launches new customised mobile app, the latest component of its increasingly personalised approach to customer interactions

Adidas CEO, Kasper Rorsted (left) with Salesforce chairman and CEO, Marc Benioff
Adidas CEO, Kasper Rorsted (left) with Salesforce chairman and CEO, Marc Benioff

It’s through data and an ability to act on a customer’s preferences and behaviour that adidas can realise its ambition of being the top sports products producer in the world, its CEO says.

The comments were made during the Salesforce Dreamforce conference, where adidas took the wrappers off a new mobile app that customises content, product and interactions based on a customer’s personal preferences and behaviour identified via the brand’s various digital engagement points.

The mobile app is being delivered via a combination of platforms including Marketing Cloud, Commerce Cloud and Service Cloud. Features include customised product recommendations as well as colour preference and location, personalised articles, blog posts, videos and real-time updates relating to an individual’s sporting and sporting star preferences.

The app is also directly integrated with Apply Pay and Android Pay, allowing consumers touch-based payment. The service capabilities, meanwhile, include order tracking and the new Einstein bot-based chat tool.

Speaking at the Dreamforce keynote, adidas CEO, Kasper Rorsted, said the company has its sights set on being the best sports shoe company in the world.

“We believe through data that we create the best products,” he said, noting the 3D printed sports shoes he was wearing customised to his feet. “We sell 1.2 million pairs of shoes per day. The more we customise, the more money we can make and the happier the consumers.

“By using technology, we can understand who consumers are and the more we know about them, the better we serve them... Having software capability in our organisation is fundamental to our ability to design great products.”

The latest mobile app is part of adidas’ quest to shift from a bricks-and-mortar player and towards a digital economy where meeting consumer expectation is the cornerstone of commerce. The company noted its ecommerce site is now its most profitable point-of-sale channel. The ambition is to achieve €4 billion through this owned ecommerce platform by 2020.

Adidas head of digital brand commerce, Joseph Godsey, said showcases the premium, connected and personalised experiences the brand wants to create across all consumer touchpoints.

“The new app helps us connect and create direct relationships with our 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,” he said. “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.”

Speaking on the deployment of its technologies with adidas, Salesforce EVP of product marketing, Stephanie Buscemi, said the brand is tapping cloud-based software to deliver personalised, one-to-one engagement at scale.

Using Marketing Cloud and the built-in journey builder, for example, adidas marketers can connect activity across every channel to make more contextually relevant connections, she said. The team also uses Einstein vision for social to detect adidas products in social feed photos, creating a more tailored campaign for the consumer in that space.

Adidas is also using the Krux DMP platform acquired by Salesforce last year, to capture online and Web behaviours, marry those with CRM data and unifying campaigns served across all devices that are personalised. In addition, the brand uses Salesforce Commerce Cloud to power its ecommerce platform to deploy its centralised site globally, covering every language and currency required.

“These consumers not only have the site in the language and currency preferred, they also get served up only things they will like, with Einstein predictive product sorting built-in,” Buscemi continued. “Einstein is surfacing, based on those online Web behaviours, only those products those individuals like and that are of most interest to them.”

It’s this capability that helped the adidas.com site to grow revenues by 66 per cent year-on-year, Buscemi said. Adidas then uses Service Cloud and Einstein bots to continue personalised engagement through post-sales service.

Godsey, speaking in a video screened during the keynote, said the age of sub-par digital performance is gone. That’s because the people engaging in those experiences know the speed of a site and what it looks like.

“We need a platform that knows what to do, engages with us and really understands our business. That’s where Salesforce comes in,” he added.

  • Nadia Cameron travelled to Dreamforce in San Francisco as a guest of Salesforce.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in