MUSE Platinum

United States

2021

The adidas Outdoor Product Finder

Entrant Company

Reaktor Amsterdam

Category

Experiential & Immersive

Client's Name

adidas Outdoor

Sub-Category

Retail (NEW)

In e-commerce, speed equals money. Statistics show that the average time consumers spend on an e-commerce site is 128 seconds. Unless the information they’re looking for is easily and instantly available, they’ll go shop elsewhere.

The adidas Outdoor Product Finder guides the in-app shopper to the perfect product in under one minute. Built for online consumers looking for new outdoor gear for sports such as mountain biking, trail running, and hiking, the Product Finder emulates a casual conversation with an experienced store manager. The tool’s Q&A element features six simple, short questions with multiple-choice answers, such as “What’s your main goal? Get out more / Race / Train & Race?” The highly visual, intuitive, interactive design ensures that the consumer is never overwhelmed, or asked too much of, while still being guided towards the right product.

Outdoor sports gear sits at the higher end of adidas’ product line, and consumers who invest significant money for example in new running shoes have a lot of questions before purchasing. Rather than have those customers go elsewhere to look for answers, the Product Finder keeps them engaged and informed, all within the app.

“Consumers who can’t decide don’t buy. The Product Finder we built with Reaktor mirrors the brick-and-mortar experience by creating a more persuasive and entertaining ecommerce customer journey. It allows us to have a conversation with our shoppers. For us, it’s led to fewer abandoned shopping carts, higher conversion rates and lower returns. So far, 82% of users have completed the full Product Finder journey within the adidas app.”
—Steffen Hack, Global Director Digital Commerce Outdoor at adidas

Launched during COVID-19, the conversational tool helps fill the gap that closed storefronts have left behind.

The Product Finder’s easily scalable across platforms and allows for quick additions of new product lines beyond outdoor gear. The proven concept punches above its weight, costing very little to build while driving significant engagement (the current conversion rate is a striking 11.3%). The tool’s possible applications are practically endless, ranging across the entire adidas product line.

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