Reebok 2013 Annual Report Download - page 76

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adidas Group
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2013 Annual Report
Group Management Report – Our Group
72
2013
Global Sales Strategy
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02.4
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Global Sales Strategy
Global Sales aims to drive the commercial performance of the adidas Group by building brand desire,
meeting consumer needs at all times and capturing additional consumer potential. Global Sales is
responsible for all commercial activities of the adidas and Reebok brands, serving our consumers
through three channels: Wholesale, Retail and eCommerce. This channel-focused approach has
allowed us to establish strong market positions globally, deepening and expanding our cooperation
with leading wholesale partners, operating one of the biggest mono-branded store chains in our
industry and becoming a significant e-commerce player with one consistent global platform.
Global Sales strategic priorities until 2015
Global Sales directs all local market organisations responsible for the
distribution of the adidas and Reebok brands. On 365 days a year and
at more than 140,000 points of sale, the Global Sales team is aiming to
create desire for the adidas and Reebok brands and grow market share
through wholesale partners, own-retail stores and our e-commerce
activities. The strategic business plan Route 2015 outlines our long-term
priorities:
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increasing the share of controlled space to over 50% of Group sales
by 2015,
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driving growth and maximising brand potential in key demographic
locations and
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leveraging cross-channel sales opportunities and range efficiencies,
facilitated by our omni-channel approach.
Besides these priorities, we strive for business growth particularly in
North America, Greater China, Russia/CIS, our emerging markets in the
Middle East and Latin America, in Japan and in our newly created market
set-up for Western Europe. Of these markets, the three attack markets
North America, Greater China and Russia/CIS are targeted to contribute
around 50% of the sales increase we anticipate as part of Route 2015.
Global Sales to drive omni-channel approach
The playing field for Global Sales has undergone fundamental changes
over the past few years: Driven by the digitalisation of communication
tools, consumers are increasingly informed about product and service
offers, they are socially engaged, and they shop wherever and whenever
they like, regardless of country borders or opening hours. Reacting to
the shift in consumer behaviour, many brick & mortar retailers are
harmonising their market approach across channels, and are growing
their business across country borders. E-commerce pure players are
expanding globally, and vertical retailers are widening their assortment
into sporting goods.
With the aim of putting ourselves at the forefront of our industry, Global
Sales is currently in the process of evolving its strategy from a channel
focus to an integrated omni-channel approach, which will better enable
us to achieve a globally consistent product offer, brand communication,
availability and service across all channels and consumer touchpoints.
This evolution of the strategy will help to align more consistently the
delivery of our product concepts globally. An example of this can already
be seen with the unveiling of the official FIFA World Cup match ball
which was globally launched on December 3 and sold as of December 4
in a synchronised manner across our Wholesale, Retail and eCommerce
channels.
With the creation of a separate Global Sales function on the adidas Group’s
Executive Board, our commitment to drive more growth opportunities
and leverage from our sales processes across channels and country
borders has also been reflected structurally. The new organisational
set-up integrates all sales activities under one roof. It also includes a
new market structure for Western Europe: As of 2014, we will serve the
European consumer with one integrated organisation, building on our
far-reaching concept store network and our eCommerce platform which
is now live in most European markets. The major European retailers will
be served by one sales organisation, ensuring market consistency.