Reebok 2012 Annual Report Download - page 99

adidas Group
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2012 Annual Report
Group Management Report – Our Group
77
2012
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02.2
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Global Sales Strategy
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eCommerce Strategy
eCommerce Strategy
The success of our eCommerce strategy rests on our ability to attract,
convert and retain the consumer in a crowded marketplace. Therefore,
we will activate our key unique selling proposition by offering broad
ranges with high size availability to showcase the depth of our brands.
We want to attract consumers by having the right products and the right
marketing at the right time through our e-shops. To drive conversion, we
consistently improve our site visibility online and how it ranks in online
searches. Throughout the past two years, we have successfully finished
the foundational work for our own eCommerce business. The strategic
priorities that were successfully completed in 2012 include:
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Fully establish eCommerce as the third sales pillar.
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Balance Wholesale and eCommerce activities by implementing a new
distribution policy.
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Create one consumer destination by integrating brand, shop and
customisation sites.
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Build a best-in-class technology.
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Drive attraction, conversion and retention by building enhanced
e-marketing capabilities.
In 2012, eCommerce launched a single destination for our adidas brand
consumers with :
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WWW.ADIDAS.COM. The website now fully integrates
the adidas brand website and the brand’s e-shop together in one place.
In addition, we managed to set up new country-specific e-shops globally
for both adidas and Reebok. Our eCommerce offering now covers
20 countries, with further expansion plans for 2013. Finally, we also
launched a new experience for adidas customisation concepts such as
mi adidas and miteam.
With the foundation now laid, in 2013 we will increase our focus on
our mission to become the premium online destination for our brands
through an innovative shopping experience. Our priorities include:
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Ensure relentless site enhancements also through innovations to
evolve the shopping experience across devices.
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Leverage the brand to further enlarge the experience and discovery.
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Evolve mi adidas and YourReebok to deliver a best-in-class custom-
isation experience.
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Become the “go-to destination” for all products in terms of technol-
ogies, benefits and heritage.
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Deliver more personalised experiences that adapt to the consumer’s
preferences by leveraging the full potential of our CRM solutions.
05
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adidas
www.shopadidas.com
In the future, we want to increase the eCommerce opportunity with a
more cross-channel approach, where we leverage not only our full sales
potential that we have as a Group but also the untapped potential we
have through new technologies.