Reebok 2014 Annual Report Download - page 54
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adidas Group
/
2014 Annual Report
Group Management Report – Our Group
50
2014
Global Sales Strategy
/
02.2
/
short-term fundamentals of the business have changed materially due to the rapid depreciation of
the Russian rouble in 2014 and the considerable risk of further deterioration in consumer spending.
Therefore, we have and will continue to accelerate our real estate and inventory management
initiatives.
We also address opportunities in growth markets including Latin America and other emerging
markets. Similarly to Western Europe, we have consolidated the organisation in Latin America. We
will drive the Own Retail and eCommerce expansion to enable our ambitious growth plans in this
region. In other emerging markets such as the Middle East and North Africa, Turkey or India, we will
further exploit the potential of new and fast-growing markets across these regions with excellence
in execution.
Adapting to changing consumer behaviour
Over the past years, we identified fundamental changes in consumer behaviour. Our findings
led us to review our organisational set-up and to refine internal processes to better adapt to the
ever-changing consumer environment.
The newly created Sales Strategy & Excellence team embraces an omni-channel approach and
mindset as it combines all our sales channels – our Wholesale including Franchise, Own Retail
and eCommerce business – under one roof. In the past, we had dedicated Centres of Excellence
for each of these channels. The newly formed team develops the omni-channel sales strategy
and brings operational excellence to market organisations. The team is also focused on exploiting
sales innovation to better serve our consumers. Resources have therefore been dedicated to digital
innovation and the creation of new business models.
We are confident that our new set-up will elevate our brand activation across the globe. It is our
ambition to deliver the best branded shopping experiences at all consumer touch points, exceeding
both customer and consumer expectations and accelerating our growth.
see Glossary, p. 258
02
/
adidas Performance Store
Nuremberg, Germany