a.
Lately, “Adidas has become a leader in leveraging digital channels to promote and sell their products” as part of their marketing strategy (Calderon, 2018). Adidas believes the customer is above all and as a result tailors its content by buyer. According to Calderon (2018), “the company understands that online messaging can be tailored to match the passions of any individual consumer”. Adidas is able to then integrate their messaging through the customer’s buying experience. Further, Adidas focuses more thoroughly on their customer by labeling them a “creator consumer”. Creator consumers are those who want to be involved in brand content creation instead of just the recipient (Calderon, 2018). It is a method to promote involvement from the Adidas community and gives them the opportunity to have a voice in product development.
b.
The Adidas app combines online and offline experiences, which allows customers to reserve products for store pick up (Adidas, n.d.) The convenience in reserving products at the touch of a button is one of many reasons why buyers look towards the internet. Frost & Strauss (2014) found that under the buyer’s view, “the internet creates many benefits important to consumers and business buyers alike (p. 252). “It is open 24/7 so that users can research, shop, consume entertainment or otherwise use the Web’s offerings anytime, anywhere,and on any stationary or mobile receiving appliance” (Frost & Strauss, 2014, p. 253). Through the app, customers have a voice as they are able to leave reviews on any product purchased. According to Frost & Strauss (2014), a customer will base his or her satisfaction with a product, brand image and brand loyalty on the experience when acquiring the product. “This often results in online product reviews and social media conversations about the brand”. (p. 277).
Reference (n.d.) found that Adidas, “is focused on targeting and strengthening its brand with the next generation of athletes in the 14- to 19-year-old age group”. Social commerce is a section of e commerce that incorporates social media and customer interactions to drive online sales (Frost & Strauss, 2014, p. 289). Adidas uses Instagram (IG) to promote content that will reach the youth. Just last night, Adidas posted a picture of hundreds of young kids with basketball stars and a caption that read: “Empowering Chicago to power Chicago. For every superstar changing the game, there’s a community behind that made it possible”. The purpose of the event was to improve access to career resources for the youth. Everyone in the Instagram post was wearing Adidas attire, and I believe this event and post targets the teenage demographic. Whether they were there, or simply scrolling through IG, the post is intended to attract and build good rapport with the youth.
c.
Adidas tailors its content by the consideration stage. “By the time your prospective customers have reached the consideration stage, they have a more complete understanding of their problem/need. However, they have yet to identify solutions” (Lang, n.d.). The Adidas app and their website are convenient ways for consumers to search and view products based on their needs. This is known as the consideration stage. According to Marketing Week (2019), Adidas “ global e-commerce is currently its fastest growing channel, with sales up 36% in the 2018 financial year”. Moreover, a customer is considering shopping Adidas if they have downloaded the app or googled the adidas website to view products. Whether that be a hoodie because it’s getting cold outside, or some cleats for the upcoming soccer season. Though, at the consideration stage, the customer still does not know if they want a red or a black hoodie, and they haven’t decided on red or blue cleats.
d.
In regard to the innovation value proposition, Adidas portrays the ‘Prada for Adidas’ as one of a kind, must have. The Prada bag has the Adidas logo on it and the Adidas shoes are imprinted with ‘Prada’. They posted a video on Instagram promoting the new collaboration with Prada and captioned it “A duo, made in Italy”, “Limited Edition”. That sounds enticing and something worth purchasing since there is a limited supply and it is their first collaboration. Also, based on the customization value proposition, customers have the ability to customize their shopping experience by their color of choice. If they are looking for blue gear, the app will allow them to view all blue products, from shoes to workout pants, to backpacks.
e.
Adidas uses Instagram for promoting the company products as well as selling. They have a link on their bio with the Adidas website for consumer reference in case they like something that Adidas has posted. The Adidas app was created to sell products as well. People can choose a product and hit ‘buy it now’ to make their purchase.
https://adidasgames.game.blog/2020/02/19/adidas-post-3/
References
Adidas. (n.d.). Adidas. Retrieved from https://www.adidas.com/us/adidasapp
Calderon, E. (2018, March 4). Adidas shapes the future of customer experience with digital. Retrieevd from https://www.expertvoice.com/adidas-shapes-future-customer-experience-digital/
Frost, R. & Strauss, J. (2014). E-marketing. (7th Ed.) Upper Saddle River, New Jersey: Pearson.
Lang, P. (n.d.). Buyer’s journey stages: Types of content to create for each. Retrieved from https://uhurunetwork.com/buyers-journey-stages/
Marketing week. (2019, May 3). How ecommerce became Adidas’s most important channel. Retrieved from https://www.marketingweek.com/ecommerce-adidas-most-important-channel/Reference. (n.d.). Who is Adidas’ Target Market Today? Retreived from https://www.reference.com/business-finance/adidas-target-market-today-363bdc15dc5a013e
Joanna's 