executive summary v2
TRANSCRIPT
_contents
_Status Quo / What you told us in the briefing
Our interpretion of the briefing
What challenges is adidas facing
Strategic insight (consumer, brand)
Proposition
Our proposed solution
How this solution fulfills business objectives
How this solution transitions over time
How we will measure success
Overview about our approach to this project
How we plan to do it
Who will do it
What will it cost
Why are we the right partner for adidas for this project
What next? Contact
_seamless discovery, play, customization and shopping
adidas.com becomes a rich productized experience that captures the inherent connections between adidas brands, content, products and teen life. It creates the context often needed to inspire purchase and subtly introduces products into branded content. It weaves the disparate brand experiences together into a coherent whole.
_adidas “one-site” platform project:
a vision for a more
profitable future and a plan of how
get there
_the RFP:
create a holistic, non-fragmented, customer experience that showcases the best of adidas’ brand, commerce, and personalization under one roof – the sum will be greater than the parts. This experience will drive customer satisfaction as measured by dramatic increases in sales, brand affinity, and engagement.
_a branded house, not a house of brands
one house, many distinct but interconnected rooms
develop an experience that leverages and unites all Adidas content
merge brand, shop, and customization content in a way that creates a nto a natural interconnected journey holistic, cross-platform consumer experience that is richer, more relevant, more engagement, and more valuable
_digital natives
born with a mobile phone in their pocket, a computer in their lap, and an average of 3000 marketing messages in front of them on a daily basis
a fractured experience is their way of life – bouncing from site to site, online to offline,brand to brand – is status quo
getting their friends’ attention is just as important as getting theirs.
they like to talk back. They want to tell you what they think and how you can make it better. Let them.
if you can create the context – tell them a story, create a world, connect them to their network – you can create the engagement
_current
browse journey
watchvideo
exit
i am here to buy
i am here to look
search
productoverview
productdetail
playgame
readarticle
exit
shop journey
checkout
_heritage
you told us there was element of being ‘stuck in the mud’ infiltrating the adidas brand. heritage and history are important, but nostalgia isn’t the best sales tool to market to 14-19-year olds.
your heritage shouldn’t be a ball and chain round the adidas brand. embrace your history but revitalise your approach to enhance and expand the customer experience. adidas does not have a stale background. it has a rich and prestigious foundation that can be built upon in a fresh, postmodern and stylistic way.
re-use and re-expression is everywhere in the mash-ups and interactions of today’s ugc generation. it lends an air of authority and tradition to products and brands and enriches audiences’ understanding of them.
adidas is no stranger to re-invention: the innovation cycle itself – used to create better equipment, clothes, technologies – is based upon consistent and regular improvements to what already exists.
don’t reinvent the wheel. pimp it up
consistent actions across brands (social influence)
connected actions through common audiences within brands (behaviour)
innovative ideas that can be leveraged brand to brand (tactical)
Efficiency, effectiveness and insight encouraging longer, deeper cross-site journeys and user engagement
_leveraging the network effect
_leverage the power of the aggregate to build richer more relevant audience experiences
shared learning
common behavior
common social behavior
cross brand behaviors analysisbehavioral and
attitudinal clusters
multi- channel dashboard
_insert the adidas brand into the web with confidence and commitment, balanced by an honest respect for the surrounding pages
_intervention architecture
“a creative way to breathe new life into an existing historic context, while reinventing an economic and social value”
_at its core the strategy is a team of insertable page elements that drive consistency
SCREENSHOT OF EXAMPLE ELEMENTS
_it meets the challenge of being the most personal sports brand by providing a big canvas for adidas to tell big stories
_the master brand plays a network role, making the experience coherent while freeing up the main stage for Performance, Originals and Style to beas great as they can be on any given day
SCREENSHOTS SHOWING PAGE VARIETY
_through these stories adidas can be the most relevant brand in every street and field around the world
_and by being re-usable off-platform, the elements give adidas the opportunity to insert itself into the wider culture of the web, following the brand heritage of being an authentic part of social history
_creative vision achieves business goals
Engagement: User journeys expanded through navigation layers that merge disparate experiences.
Sales: Paths to purchase shortened through a fusion of brand and commerce content.
USP: Natural and desirable presentation of relevant and contextual content to encourage repeat visits.
Flexibility:Site structures and organization able to incorporate and leverage historical content as well as introduce new content.
Efficiency: Solution enables ease of development through standardized templates, common infrastructure and integrated sites.
nike
Strong on personalisation
Choose your local site first time you visit
Customisation link is available everywhere
Popular topics and current events are promoted well
Strong on navigation
Consistent navigation design
Streamlined purchase path, starting at the home page
Weak on circular journeys
Hard to reverse out of a sub-site
Little promotion across sub-sites
hompage
header featured info
shopby lines
chooseyour location
customiseby lines
browseby sites
footersites
videos
shop by lines
women
men
girls
boys
shop by
products
sports
collections
adidas
Strong on diversity
Lots to doExperimental layoutsStrongly branded experiences
Weak on navigation
Unstructured purchase path, often starting deep into the experienceLinks bump the user out to external sites
Principles
Ensure the site is easy to use and navigate (and is seen to be so)
Allow people to find relevant information easily, but also take horizontal journeys around unrelated content to explore the full breadth of the adidas brand
Start by giving people the opportunity to self-select the journey that is most relevant to them
Make it easy to shop from anywhere, puttingthe start of the purchase path within a swipe of the mouse
Bring customisation to the top of the experience
experience layers
welcome to adidas
design your own/shop
navigation
products productsdesign your own
navigation
more like this
who’s wearing it
share
buy whats on the page
get more info
what’s going on