Blog 18

Big brands – bigger ecommerce strategies

If there is one thing that is on everyone’s mind these days, it has to be ecommerce. Since the time big brands got online, it is a rat race to become as popular in the online scenario as they are offline.

One of the big brands, Adidas recently announced its plan to integrate 750 stores into an ‘endless aisle’. In India, the Adidas Group has rolled out its omni channel strategy to integrate 200 out of its 750 stores with shopper friendly technology by March 2016.

“We have already integrated 50 stores in the north with the ‘endless aisle’ technology and will cover 200 stores in all by March 2016”, said Abhishek Lal, senior e-commerce director for Adidas Group in India.

Adidas Group follows the franchise model and currently has 500 stores under the Adidas brand and 250 stores under the Reebok brand. “By 2017, we will cover all our existing stores, and are targetting a 10 to 15 per cent rise in revenues from every store through this technology integration”, Lal said.

The second phase of the omni channel strategy involves having a brand that is only available online in order to target the youth. The brand is called “Adidas Neo” in India.

“We have launched Adidas Neo exclusively online, and are also looking at retailing certain products for cyclists online going forward”, Lal said. And once these products become popular, they will introduce them in the physical stores.

“Integrated online business is only going to increase, and our plan is to make all our retailers gear their focus towards this”, he said.