With Adidas, Personalization is Key
Adidas shuns TV ads; launches new app focused on personalization
Adidas has reinforced its decision to dump TV advertising in favor of digital with the launch of a new personalized app. The app, unveiled at Dreamforce and live in the US, offers a complete online store, personalized news feed and a chatbot.
It will show up customized product recommendations and tailored content such as articles, videos and blog posts based on products each user is interested in. For example, those that have said they are interested in running will be shown relevant products and content, while those who buy Adidas lifestyle products will receive updates tailored to that.
“The app gets to know the consumer’s sport and style preferences and learns from his or her behavior and interaction with Adidas across all our digital touch points,” Head of digital brand commerce at Adidas, Joseph Godsey said.
“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 colors and shows availability based on the consumer’s country location.”
Inte Q Insights:
Expert opinion provided by Chris Duncan, CMO, Inte Q
Personalization is now one of the biggest digital trends brands are chasing. Today’s consumer wants to purchase more than just a product. They’re looking for an individualized experience.
Adidas has done a phenomenal job using data to drive their marketing decisions. They shifted away from TV advertising in favor of developing a more personal experience through a mobile app. This allows them to create a direct connection with the customer and control the entire customer experience.
Providing a customer experience that is well-aligned with the consumer’s preferences and specific needs will take a brand far. Brands at the forefront of this trend are aspiring to create websites that offer content customized for each individual – leading to greater customer engagement and increased customer love for the brand.
Your ability to personalize heavily depends on the data available to you and how well you know your customer.