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Adidas to launch shopping app by December

By Meenakshi Kumar

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In order to boost online sales and to primarily to drive customer engagement through content and loyalty programs, the Adidas Group India is planning to launch a shopping app by December. The move is significant as it may be an indication of increasing fragmentation in online shopping for fashion over the next few years.

Currently, most brands including Adidas don’t have independent shopping apps and are available on online fashion stores such as Myntra and Jabong and marketplaces such as Flipkart and Amazon, among others. Adidas’s push towards strengthening its online presence is part of the efforts by brands and offline retailers to adopt a so-called omni-channel strategy where customers have access to products across physical stores on their mobile phones and on websites.

The company will roll out separate apps for Adidas and its subsidiary Reebok India. Currently, Adidas is available on online stores such as Myntra, Flipkart and Amazon India, among others. By launching its own app, Adidas is also trying to tap into social commerce in online fashion stores. Social commerce refers to the strategy by firms of offering content and creating communities of users for fashion. It’s primarily an attempt to hook users using alternatives other than discounts.

Adidas