Reebok 2013 Annual Report Download - page 80
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 |
adidas Group
/
2013 Annual Report
Group Management Report – Our Group
76
2013
/
02.4
/
Global Sales Strategy
/
eCommerce Strategy
eCommerce Strategy
The success of our eCommerce strategy rests on our ability to attract,
convert and retain the consumer in a highly competitive 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.
Consistency in global presence increased
In 2013, we successfully completed the foundational work and roll-out
of our own eCommerce business with the execution of our strategic
priorities that include:
/
Establish consistent technical platforms globally.
/
Implement a new eCommerce distribution policy for our wholesale
partners.
/
Create one consumer destination by integrating brand, shop and
customisation sites enabling improved user experiences.
In addition, we finalised the roll-out to the markets including, for
example, Latin America, which means we have our own eCommerce
platforms now available in every key market around the world for both
adidas and Reebok.
Go-to destination for our brands
Our strategic priorities for eCommerce focus on our desire to become
the premium online destination for our brands through an innovative
shopping experience. Strategic initiatives are concentrated on efforts to:
/
Ensure relentless site enhancements to evolve the shopping
experience across devices.
/
Leverage the brands to further enlarge the experience and discovery.
/
Continue to evolve full customisation through mi adidas and
YourReebok including simple personalisation in key markets.
/
Become the “go-to destination” for all adidas and Reebok products in
terms of technologies, benefits and heritage.
/
Deliver personalised experiences at key consumer touchpoints by
leveraging the full potential of our evolving CRM/loyalty solutions.
07
/
adidas Online Shop
www.shop.adidas.com
08
/
Reebok Online Shop
www.reebok.com