For considered purchases like athletic apparel, creating a strong brand experience through product stories is key to improving conversion. Though Adidas had relied heavily on traditional sales and marketing channels, a lack of focus and investment over the years had resulted in a disjointed digital presence and a confusing experience for customers.
Creating a global web platform consolidated Adidas' disparate online properties, establishing global brand consistency while also creating clear routes to the commerce experience. Relevance was paramount so brand and commerce content was thoughtfully weighted to fit each stage of the customer’s journey, from browsing to purchasing. Global navigation was complemented with interactive promotional modules, and a complete store overhaul, supported by the migration of Adidas EMEA to new e-commerce platform Demandware, enabled customers to find what they were looking for, explore information and buy easily. The result was a premium online experience that set Adidas apart from the cluttered market of wholesalers, resellers and e-tailers.
The global web platform successfully blended brand and commerce into a seamless customer experience for passionate Adidas advocates everywhere. Beginning in EMEA and rolling out across 40 countries in 14 languages, the solution has increased share of mind and wallet, and driven incremental online sales.