Adidas has a good relationship with their customers, they have some kinds of insurance for their products, customers can have their shoes, sneakers or other stuff fixed in couple of months. They also have good customers' service. I have bought some Adidas sneakers at Sello or Stockman and they have kept some information about me, they try to understand my needs, receive my feedbacks. Through getting good relationships with customers, Adidas have been successively renew their designs, get models up to date to meet customers' demand and also compete with other competitors.
Adidas has sponsorship deals with many of the world's top athletes, clubs, and sporting events.
Key principles of customer relationship marketing of Adidas:
Continuously learn about the existing customers: When we know our customers carefully, we can make sound business decisions. Adidas try to collect and analyze information about the customers, and maintain that knowledge as they create customer profiles for the business. They also apply everything they know to building a customer valuation model. Knowing the value of each customer is essential for managing the relationship wisely
Anticipate customer needs: Knowledge of the current customers presents new opportunities for making the right offer to the right person at the right time. Adidas has made many analysis of their customer profiles, especially using powerful analytics tools to provide insight about who buys what from them when. Contact management systems can detect cross-selling and up-selling opportunities.
Good interaction with customers: Creating desirable relationships is not a one-way street; strong relationships result from interaction. The customers appreciate being recognized, listened to, and understood. Adidas has let their customers know that they care about them in every communication.
Effective marketing communication: One of the ways to create value for our customers is to simplify how they deal with our organization. Building the mass communication channels has brought more customers to Adidas stores.
Retain the right customers: Have you ever fired a customer? One of the truisms associated with CRM is that it is cheaper to keep a customer than to find a new one, but this idea can be taken a step further. Adidas has put more efforts in retaining their loyal customers and widen their attention to other potential customers.
Company segments:
Men: Shoes, clothing and sport accessories
Women: Shoes, clothing and sport accessories
Children: Shoes, clothing and sport accessories
Customer relationship creation:
Let’s take men segment as an example to analyze about the procedure to create and maintain customer relationships.
Adidas has men sneakers for all ages from a little boy to an adult with various nice models, designs. The target men customer group that Adidas has been focusing on are athletes and boy teenagers. These two groups have the strong desire for buying Adidas sneakers or other sports accessories and clothing.
Recently, there are over 100 different sneakers designed for soccer player to select and around 120 models for basketball, tennis, running, volleyball. Not only does Adidas manufacture the sneakers for sports athletes, Adidas also sells outdoor shoes models and flip flops for customers. For the outdoor sneakers product line, customers have a chance to select their wish-one within over hundreds of different shoes models and collections such as: Nizza, Superstar, Samba, Stan Smith, Forum, Vespa, etc. Knowing that the teenagers usually consider the self-esteem rather than price, Adidas has been trying to extend the shoes models and apply some more new designs. However, while the economic crisis still hasn’t shown any bright perspective, customers are very thorough in buying any product.
Based on which potential customer’s group is targeted and careful market researches, Adidas set up the balanced price scale so that their products seem to be most affordable compared with other giant sports brands name like Nike or Puma. Along with the appropriate perception of the competition market, Adidas has made some consumer promotions such as premiums, price-off or bonus packs.
Nowadays, no matter wherever you are and any shopping mall you come to, the Adidas products exist in front of your eyes. The Adidas Company has been trying to extend their delivery networks and retailers across all their business markets. The vital brand development and triumphant success of Adidas in efforts of bringing their products closely and easily to customers is now obviously seen which is evidenced by the fact that there are over 400 Adidas officially stores worldwide and hundreds of both big and small retailers.
Besides that, every year Adidas spend a huge amount of money like millions US dollars on marketing communications and customer services. Due to the harsh competition with Nike and Puma, Adidas has been trying to dominate their competitors’ image through having made more ads, commercials, ad video clips and sponsorships.
In February this year, Adidas held an Adidas 8th Annual Europe Camp in Italy for young adults basketball players. At the same time but different location, Adidas celebrated the 2010 NBA All-Star Game by introducing the brand’s lightest basketball shoe with the Team Signature Supernatural and outfitting the 2010 All-Stars with a Texas-inspired NBA All-Star uniform as the Official Outfitter of the NBA.
Customer relationships maintenance:
During several past years of doing business, Adidas has successfully created one of the best well-known sports brands all over the world and is now the largest sportswear manufacturer in Europe. However, while global economic crisis is still being gloomy, Adidas also has to struggle to sustain their business and trying to find brilliant solutions to boost the business’s sales.
According to Forbes statistics, net income for the whole of 2009 fell 62 percent to euro245 million from euro642 million. Revenue in 2009 fell 6 percent to euro10.4 billion from euro10.8 billion. Nevertheless, Adidas expect the better perspective in their business next following years.
Adidas has currently improved their online and offline customer service in order to satisfy even the strictest customer. The customer’s feedback now is highly considered and the time of preparing or exchanging the product is now shortened significantly.
During these years, Adidas is non-stop in extending their successful partnerships with many sports players, sports suppliers, etc.
Not only concentrating on maintaining and enhancing the customer’s relationships but Adidas has also advanced their manufacturing technology and product’s quality. The Adidas Innovation Team (AIT) carries on in the pioneering footsteps of Adi Dassler in an effort to be the most innovative sports brand in the world. AIT consists of a diverse team of experts trained in industrial design, mechanical and electronic engineering, product development and Biomechanics. Using the latest research, material advances and athletic input, AIT spends months and even years developing, testing and refining footwear, apparel and hardware technologies until they are perfectly suited for their intended purpose.
Competitive position:
During many years, the two largest and well-known sportswear manufacturers worldwide Nike and Adidas have competed to each other intensively to achieve the No.1 brand. Until now, though Adidas is dominant within Europe and has no rival, Nike still remains the No. 1 in the world. However, since Herbert Hainer became a Chairman of Adidas Inc, a change seems only a matter of time.
Not only is the name Adidas well-known but Adidas logo with 3 parallel bars simply has also become the symbol of a famous sports brand with the highest standard. The Adidas products are now sold in over 160 countries across the world.
Competitive structure of Adidas is obviously perceived as monopolistic competition. Adidas’s ambition is to become the world largest sport shoes and accessories manufacture all over the world. In order to achieve its business strategic goal, Adidas has found the way to defeat their biggest competitor: Nike.
The competition role of Adidas:
- The market leader
- The innovative leader of marketing
- Have highly valued brands, good image
- Not be obsolete
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