Adidas' 'most digital store' opens in London

Global sports brand Adidas opened its new flagship store on London’s Oxford Street today (24 October) with a host of digital integrations.

The shop features a myriad of LED screens and flooring that can be changed “at the click of a button” depending on the environment and mood the brand wants to create, as well as interactive changing rooms enabled by RFID.

Meanwhile, the integrated ‘Bring it to Me’ feature on the Adidas mobile app means shoppers can scan products, check stock, request their size and purchase in the aisle with their smartphones. The app uses in-store geolocation tracking, so front of house and backroom staff can react to these customer queries, and locate the relevant person on the shop floor before answering their question or bringing them their requested item.

This deployment is one of the ways Adidas is looking to reduce the need for customers to queue.

Similar to the new-style Nike stores cropping up around the world, the Adidas flagship entails multiple digital innovations augmented by a range of bespoke services such as individual product design facilities, an trainer cleaning service, a ‘Running Lab’ to test products, and bra-fitting. The store will also be a venue for multiple events throughout the year.

Customers visiting ‘The Base’ section of the store can take part in product experiences, and interactive challenges, which help gamify the retail experience for those who want to engage with the brand more deeply than simply by purchasing something.

Roland Auschel, Adidas’s executive board member responsible for global sales, called the space “our most digital store ever”, and “the very best expression of our brand”.

Chris Walsh vice president of brand for Adidas in Northern Europe, added: “The new adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city.

“Whether its designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create."

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