Evergreen Category Experiences
In a market where pure-play retailers such as On Running, Hoka & Lulu Lemon are gaining market share, how can adidas create a x-channel experience that reflects the heritage, innovation and credibility it has in it different sports & lifestyle categories?
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The Challenge
To create a re-usable framework that combines engaging storytelling, community and tailored wayfinding to support our category shoppers in their purchase as well as giving them a reason to keep coming back.
With multiple content engines and fragmented user journies, how can we better utilise our existing content and capabilities, and only create additional content that helps the consumer understand & compare what adidas running has to offer (product, community, innovation, advice)?
Starting with running we will then roll-out the same approach to all key categories (running / football / training / Sportswear / Originals).
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My Role
As initiative sponsor I was responsible for the vision, business case creation, steering committee and leading the project group.
I led a x-functional team of UX, content strategy, BU, brand expression, creative agencies to set the strategy and secure buy-in from stakeholders throughout the project.
This was a large change-management program which involved shifting away from campaign led activations to purpose led activations, leveraging community content, evergreen storytelling and market led activations.
CONSUMER INSIGHTS
High-level insights based on consumer research & analytics
- Consumers aren’t guided to find the right product for their needs
- Consumers don’t understand how the adidas products & expertise in sport will enhance their performance
- Consumers don’t understand the differences between franchises or older versus new models
BUSINESS IMPACT
How the category shopper pain-points affect business performance
- category shoppers are more likely to bounce than general shoppers (+bounce rate)
- category shoppers are more less likely to complete their order than general shoppers (-site to PDP)
- category shoppers spend less than general shoppers (-ASP)
OPPORTUNITY SPACES
How evergreen will address key consumer & business challenges
GOING FROM…
An 1-size fits all consumer experince across our categories, with disconnected storytelling & product XP
TO…
A consistent user experience, differentiated for eaxh category through purpose-led wayfinding, product expertise, differentiation & integrated storytelling
What our consumers think…
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“I really liked the different categories. (They) kind of taken me through, it was very logical to me - where do you want to run? How much do you want to run? Here's the type of shoe you want. Easy. (...) I found it really straightforward.”
Female runner, 30s, UK
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“I'd be most interested in the road. I see run 5K run 5K to 20 K. This is actually really cool. I might, I've never seen this before. I might actually buy my next shoes from here.”
Male runner, 30s, US
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“I think it's the first time that I've saw it as clearly as it is and I love it. I feel like it's the perfect way to a categories shoes because sometimes I feel like you're trying to buy some shoes and you're like, oh those are beautiful, but those are really expensive. And then you realize that you don't need to have the shoes that some people run marathon”
Female runner, 20s, CA
