With Touchscreen Tech, adidas Consumers Customize Their Kicks


Personal touchscreen devices are giving shoppers more access to information than ever before. In some cases, shoppers armed with mobile gadgets have more knowledge than store associates. Companies such as adidas are leveraging this trend to expand the store-level shopping experience for both consumers and associates. By featuring interactive in-store touchscreen shopping tools designed to inspire its shoppers, more consumers are browsing — and helping design — the newest merchandise lines with the simple swipe of a finger.

In developing its touchscreen tool, adidas was eager to expand its online "mi adidas" customization program to its brick-and-mortar shoppers. With the online program, "mi adidas" (a phrase made popular in the ‘80s Run D.M.C. song about their love of the striped sneakers), shoppers can customize many details of footwear and track tops, including the adidas logo; they can even personalize with their own names.

To find the most innovative way to bring this experience to the brick-and-mortar store, adidas tapped the expertise of Creative Realities, a fully integrated experiential design firm that creates unique, interactive consumer experiences. The team worked to deliver the brand's customizable offering through a life-size interactive digital screen.

Partnering with adidas' digital agency, Creative Realities helped design and develop the user experience, as well as handled the back-end operations, systems integration, and installation hardware. When adidas was ready to go live, the manufacturer chose to launch the technology with retail partner Footaction.

The huge interactive touch displays feature digital "look books" to inspire shoppers to create customized merchandise based on adidas' most current seasonal offering. Equipped with touchscreen technology, these digital displays allow shoppers to explore, create and purchase their personalized merchandise, and share it with friends over social media. Sales associates are also armed with tablet devices to build one-on-one engagement with shoppers before, during or after their experience.

All content updates can be done remotely and automatically within 24 to 48 hours, enabling available merchandise and assortments to be updated quickly and efficiently.

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