Written by mjobrr in AI: Artificial intelligence
Dec 17 th, 2017
Marketing, e-commerce, customer service, data management platform, artificial intelligence … Adidas has adopted a range of applications and technology tools developed by Salesforce to become a 4.0 brand. We had the demonstration at the Dreamforce event held November 6 to 9, 2017 in San Francisco.
To transform itself, Adidas does not just embrace Industry 4.0 and its new production processes. The sports brand also intends to redesign the online experience it offers its customers. For this, the German company turned to an American giant: Salesforce.
The juggernaut of customer relationship management is holding its annual Dreamforce conference at the Moscone Center in San Francisco from November 6 to 9, 2017. The opportunity to tell “beautiful stories” to inspire its customers, partners … and prospects. On stage, Stéphanie Buscemi, Salesforce’s executive vice president of product and marketing, focused on demonstrating how the various apps and tools from the California publisher have helped Adidas improve the customer experience … and increase sales.
The sports brand first adopted the Marketing Cloud solution. “Adidas marketing teams can create individual and personalized courses with simple clicks and no lines of code,” says Stéphanie Buscemi. Adidas also uses Salesforce’s Data Management Platform (DMP), which was acquired by Krux for $ 700 million just over a year ago. “What is a DMP?” In marketing, it’s something that really changes the rules of the game. This allows users to record online behavior and cross-reference that information with CRM data. brand in order to offer personalized advertising messages on a large scale, “explains Stéphanie Buscemi.
In the galaxy of apps that Salesforce offers, Adidas also selected its Commerce Cloud platform from Demandware’s takeover in June 2016. “Today, which is Adidas’ first store? welcomes the Executive Vice President. The sports brand reportedly recorded a 66% annual increase in its online sales.
To illustrate the integration of these different tools (and their relevance), Saleforces offers a live demonstration. No doubt that this one was skilfully orchestrated. It remains nevertheless convincing. On stage, a user goes from her smartphone on the Adidas merchant site. Distracted by a message from a friend, she left the site to view an article about Lenny Kravitz to attend her concert. An adidas shoe advertisement designed in collaboration with Pharell Williams then appears in the article. If the user had viewed the article on their computer or tablet, the same advertisement would have appeared. This is the work of the DMP.
She clicks on it and is on Adidas.com again. However, the home page no longer looks like the one posted a few minutes ago. The online experience has been customized according to its browsing history. Once on the product page, the user completes the one-click purchase with Apple Pay integration into the Salesforce ecosystem.
The experience does not stop there. The scenario imagined by Salesforce wants the customer to change her mind after placing her order. She then contacts customer service via a chat. Start a conversation with a chat bot. Called ADBOT, this one was conceived thanks to the new MyEinstein offer which aims at making more accessible the technologies of artificial intelligence developed by Salesforce. The robot understands that the customer wants to change her delivery address and the color of the sneakers. “Einstein Bots can handle repetitive tasks, such as returns and product exchanges, and put creative resources on bigger issues,” says Stephanie Buscemi.
With all these applications and technologies, Adidas intends to become a mobile first by achieving 40 to 60% of its turnover through mobile devices by 2020. In this perspective, the brand with three bands comes to launch a new mobile application.
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