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The company has launched a shopping app that will serve as the hub of Adidas’ mobile experience, Business Insider reports.
This is not Adidas’ first app, as it already has Confirmed, which is focused on limited-edition releases, and All-Day, its health and fitness app.
But it’s the company’s first general shopping app, likely making it interesting to a wider audience. The app is currently only operating in the US and UK, but Adidas plans to expand it to more countries in the first half of 2018.
The Adidas app boasts a number of features:
- Customers can shop and track orders through the app. It offers the full array of Adidas products, which can be purchased in-app. Customers can track their order statuses in the app as well, and receive status updates through notifications.
- The app offers personalized recommendations and relevant content. It employs artificial intelligence (AI) to make product recommendations based on previous purchases and profile information. Additionally, the app goes beyond product recommendations by featuring a newsfeed with product news, sport-specific content, and more, all of which is tailored to users’ interests and behaviors.
- It features a “Share How You Wear It” section that showcases Instagram posts featuring Adidas products. The app displays Instagram posts from Adidas and user accounts that mention a specific product or hashtag. This will show users how other people are wearing Adidas products, and may offer them the opportunity to be featured, though it’s unclear how heavily the company curates the section.
- Shoppers can chat with customer service 24/7 through the app. For the first two months after launch, all communications will be with a human. After that, Adidas will enable AI to handle simple questions.
Adding a mobile shopping app should help shore up Adidas’ online presence as it looks to strengthen its e-commerce growth. Adidas stated that it wanted to quadruple online sales from €1 billion ($1.06 billion) in 2016 to €4 billion ($4.25 billion) by 2020. And it’s on the right path, as its e-commerce revenue grew 66% year-over-year (YoY) in Q2 2017.
One thing that was potentially holding it back, however, was its lack of a shopping app, especially as mobile commerce (m-commerce) increasingly makes up more and more of total e-commerce sales. The new app solves this problem, and its other features may be unique enough to make it attractive to consumers, which would propel Adidas’ e-commerce success further.