ArmInfo.Adidas is launching a distance selling service in a number of CIS countries, including Armenia, Belarus, Kazakhstan and Kyrgyzstan.
As the company told ArmInfo, entering new markets is another growth point for the e-commerce brand, the purpose of which is to expand the geography of its presence, and hence the availability of products to a potential buyer.
The new regions do not have their own retail or separate e-commerce adidas.
The exception is Kazakhstan, where 25 of the company's stores operate, including adidas, Reebok and branded outlets. For new customers, the most comfortable conditions will be created for ordering goods and arranging delivery both through the adidas mobile application and in the online store www.adidas.ru. Moreover, all customers from four countries connected to the delivery service will become part of the global adidas Creators Club program through online registration in the loyalty program. This will allow customers to accumulate points for consumer engagement such as product reviews or workouts on the adidas Training and adidas Running apps.
Creators Club members will also receive a free premium subscription to the brand's sports services based on loyalty program tier, early release access and other benefits that will be available in the adidas app. It took 3 months to prepare and implement the project, within which the main processes for establishing logistics in regions new for the company were agreed upon, an analysis and a detailed analysis of the current process of creating, delivering and supporting orders were made, and the functional content of the site was changed.
At the moment, the delivery time for orders takes from 5 to 7 days, depending on the region. All orders are sent directly from the Russian warehouse, which is located in Chekhov. Online access to customer service, which is available in all four countries, also makes it possible to monitor the delivery service on a daily basis in order to identify aspects requiring urgent changes.
The next steps for adidas are to optimize the delivery times of orders, connect check-out terminals and pickup points (click & collect) with the ability to receive and return goods, and then analyze customer preferences and needs aimed at developing the functionality of the website, mobile application and other services available to consumers.
