The German sportswear giant’s focus on narrow AI is evident as it launched itspersonalized AI shopping application which was designed to provide tailoredexperience for every customer based on their style, preferences and behavior. Theapp offers unparalleled access to the brand’sweb-store, personalized posts, and fast updates about sports personnel andproducts. It also provides customized product recommendations. The applicationwill also feature chatbot to help customers with simple queries, leavingcomplex inquires and tasks for humans.
(Dennis Green,2017) This application ispowered by salesforce which shows Adidas’ability to identify and strategically partner with one of the biggest softwareas a service (SaaS) vendors in the field of advanced AI. MichaelVoegele, vice president of global IT and head of enterprise architecture forAdidas Group realizes that the smartphones, tablets and mobile application aretaking over the traditional software but also the smart connected devices(Internet of Things) are used to gather strategic big data and actionableinsights. He also believes that by exploiting the potential of big data andanalytics, Adidas will be able to emphasize on its core essence of providingthe best for the athlete and the consumer.
(The Economist,2014) Asa result, the Adidas IT department’sstrategy of breaking down data silos by consolidating its four data warehousesinto one single platform on an SAP HANA environment was a step in the rightdirection. They deployed MicroStrategy business intelligence solution to derivebetter business insights from their data. This combination of MicroStrategy andSAP HANA allows them to employ predictive analytics to be able to predict whatservices and products a single consumer might need in the future and henceprovide a superior brand experience by meeting their demands.
Adidashas clearly risen to the expectations of today’scustomer by leveraging each and every channel at their disposal by following anomni-channel approach. This includes digital, e-commerce websites, in-store andmobile experience. Their aim has been to increase the productivity of salesplatform through insight driven decision making, excellent customer service andcustomized customer engagement. As a result, the company has been growingsuccessfully in the retail domain, primarily e-commerce. The power of technology can be harnessed inorder to get closer to the consumer, relate to them and ultimately influencetheir buying patterns. In order to do so brands need to become data centric andmaster insight driven analytics to connect with their consumers by predictingtheir needs and wants ahead of time.