Speed and agility have been the hallmarks of great athletic performance since the first Olympic Games, and probably before, but Achieving speed and agility in retail? That’s not so easy.
Adidas, as the leader in apparel, footwear and sportswear, is disrupting manufacturing and retail through custom designs and a digital approach that puts consumers at the heart of everything the company does.
Joseph Godsey, head of the Digital Brand Commerce Department, explains that the company is “really trying to deliver differentiated experiences by identifying key consumer segments and creating experiences tailored to their needs.”
Traditionally, retail shoppers began their buying journey in a physical store. However, for a few years, those buyers began to use online starting points. In the case of Adidas, the website is now
the dominant channel. This evolution from traditional retail stores to e-commerce has big consequences for companies trying to keep up with changing consumer preferences.
For Adidas, this meant prioritizing the digital experience by investing in a suite of Salesforce products, including Commerce Cloud and Service Cloud. The goal was that the company could not only approach consumers through a new channel, but also understand their needs on an individual basis.
With Service Cloud, Adidas empowers its team to 1,100 customer service agents to provide smarter, faster service in any format the consumer chooses, whether by phone, email, website or social media, through a single application.
As a result, customer service is more efficient for the company and, essentially, more personalized and convenient for consumers. On the other hand, Commerce Cloud has allowed Adidas to quickly establish relationships with buyers from all parts of the world. Currently, the company has more than 50 stores in more than 40 countries and you can quickly and easily create, manage and update your global presence by implementing property changes with just a few clicks. And beyond just providing information or content to a shopper, Adidas uses its knowledge about individual consumers (and their preferences gained through the Commerce Cloud) to create better products, and with increasing frequency, including personalized products.
Download the eBook “The new era of customer service”
Do you want to learn more about how Adidas and other companies have changed the way they relate to their customers? Or understand how technology can help you be more effective when it comes to understanding your loved ones?
- You will understand how the top service priorities have changed and the challenges faced by companies that want to offer excellent service to their customers.
- You will discover how companies such as “Viajes El Corte Inglés” or “Adidas” put the customer at the center of their business, developing an omnichannel strategy for this.
- You will see how offering a unique and satisfactory experience to customers requires the use of the most advanced technology; technology that allows you to analyze and understand your needs based on data. Salesforce Service Cloud is a platform that provides this solution, putting the customer at the center of the company’s digital strategy and allowing the creation of exceptional digital experiences.
In short, Salesforce and Neteris offer you in “The new era of customer service” all those keys that you cannot miss to transform your business and put the customer at the center. Do not miss it!
