adidas partnered with Reaktor to build a next level ecommerce offering, placing technical excellence and a superior customer experience in online retail at the centre of their business strategy. Vertically sliced, rebuilt from the ground up, and iteratively redesigned, adidas.com is setting new standards in digital shopping.
The digital store is adidas’s fastest-growing sales channel, generating double-digit growth rates annually. In early 2017, adidas set an ambitious goal to quadruple their online sales from €1 billion to €4 billion by 2020. To do this, the company made a pivotal strategic decision to partner with Reaktor to rebuild their digital presence, drive direct relationships with their customers, and elevate the adidas brand through exceptional online experiences. The results of our work speak for themselves. Last year, adidas.com saw a currency-neutral revenue increase of 36%. And, CEO Kasper Rorsted refers to e-commerce as the future of the company.
The adidas experience is a combination of varying rich media, optimized page composition with product at the center, pragmatic functionality, and benchmarkable efficiency. Design decisions are research-driven and backed up by meticulous iteration and testing. The experience can always be improved, and at a global scale, even a small tweak ends up creating a big impact. Improving discoverability and storytelling, cross-selling relevant items, and decreasing the amount of returns are some of the challenges we work on. The end goal is to always serve better: when engaging the customer directly, it is crucial to remember they are king. The full impact of design decisions are seen in the long-term, but big leaps can also be taken quickly. adidas is constantly developing their ability and systemic design tools to boost creative experimentation as part of any process.
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