Adidas Group India to launch shopping app

The Indian edition of German sportswear brand Adidas Group India will be launching an app to drive customer engagement through content and loyalty programmes as well as boost online sales. The app will be launched by December.

So far most brands do not have independent shopping apps. So, with this app Adidas is aiming to strengthen its online presence as brands and offline retailers adopt omni-channel strategies to offer customers access to products across physical stores via mobile phones and websites. The brand wants to be deeply engaged with its customers and so is planning an app and rewards programme to increase engagement with the brand. Separate apps will be rolled out for Adidas and its subsidiary Reebok India. With this app, Adidas is also trying to tap into social commerce by offering content and creating communities of fashion followers. As Abhishek Lal, Adidas Group India’s senior e-commerce director points out, social commerce is complementary to pure play e-commerce and also the way forward for them.

Adidas is available on online stores such as Amazon India, Flipkart and Myntra. At least 10-15 per cent of the company’s sales come from online business. Since its launch early last year, Adidas has expanded its omnichannel presence. Now it plans to bring 400 stores under the omni-channel loop by December. Those already involved in the strategy have had their revenue grow about 3-5 per cent.