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Athletic brand’s new app gets ‘personal’ with customers

Adidas may be new to the mobile app game, but its offering promises to raise the stakes.

Partnering with Salesforce, the athletic brand is launching an app (for iOS and Android users) that is tailored to the consumer’s preferences and behavior. In addition to featuring the Adidas’ online store, the app also features personalized product recommendations, articles, blog posts, videos and real-time updates about the user’s favorite sports and athletes.

As customers continue to use the app, embedded artificial intelligence technology increasingly learns about the user’s tastes — a move that creates a more personalized experience, according to Engadget.

Users can also complete transactions directly in the app, track their order and chat with consumer service. Apple Pay and Android Pay support secure, streamlined mobile checkout.

The new app is currently available to customers in the United States and U.K. The app will roll out in more countries through the first half of 2018, according to Adidas.

“The app gets to know the consumer’s sport and style preferences and learns from his or her behavior and interaction with Adidas across all our digital touch points,” said Joseph Godsey, head of digital brand commerce, Adidas.

“The new app helps us connect and create direct relationships with our consumers, inspiring them in their own journey with sport and style, while also offering the products and services they really want and need, when and where they want them,” he added. “The app is an integrated part of the Adidas digital ecosystem; it enables us to further evolve our business and ensure e-commerce continues as our fastest growing sales channel.”

The program coincides with the brand’s 2020 strategy, called “Creating the New.” Within this strategy, Adidas is accelerating its digital transformation, and striving for stronger consumer centricity across its organization. By 2020, the company plans to achieve €4 billion in sales coming from its own e-commerce platforms, compared to € 1 billion in 2016.
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