Keywords:Adidas Products, SportsShoes, Sneaker Tailored App, Sports or Athletes, Browsing and buying, reviewsand checkout, social sharing, App integration.Everything adidas do is rooted in sports. The adidas and its brand havea history like few others when it comes to iconic sports shoes that have brokenworld records, scored the significant goals and succeeded on the world’sbiggest stages. It is this history and experience adidas draw and move forwardfrom passion for sports.
Adidas is no strangerto the world of apps. It has already released two in the form of Confirmed andAll Day, allowing users to reserve new products and monitor their fitness andnutrition. Now, the sports brandhas released Shop & Style – a shopping app that allows users to buy Adidasproducts and browse editorial content without the need to use their mobilebrowser.It’s to some extent amazingthat Adidas is delivering this, but it is apparently due to a larger focus on enhancingthe web experience. The app is designed to’personalise and enhance’ the Adidas shopping experience, but is it any good? Idownloaded it to find out.
Here’s what I think works, and what misses the mark.An app tailored to you AdidasShop & Style is a shopping app that uses artificial intelligence to learnabout its users. Essentially, this means that it will take your previousshopping and browsing behaviour into consideration, and deliver personalisedcontent and commerce recommendations on this basis. Let in mind that this wasmy first time using the app, so I’m not sure how effective or relevant theresults.
However, video on the homepage is bound to be an effective way to grabthe user’s attention as they enter into app.I was on the whole overwhelmedwith how different products or content is collectively there. Good mixture ofvideo (which automatically plays as you scroll), featured product imagery, pluseditorial articles from high profile sports personalities. Again, the app willdeliver content relating to particular sports or athletes you show interest in,which means that it feels like it is much more tailored to your own enjoymentrather than a single experience that caters to everyone.Browsing and buying theshopping experience, which I assume is what most users will be focused on.Clicking onto the category pages, I like how the whole thing is clearly set out– the category list of options are in an arrangement in the mid of the screen,making it very easy to choose the shoes, clothing, and accessories you’reinterested in.
Over time, the app will automatically stay on whatever over-curvingcategory you use the most, e.g. men or women.There’s also the optionto scroll through imagery of ‘new in’ products without leaving this mainnavigation, which is a nice touch if you’re someone who regularly checks backfor new-in stock. While the category set-up is good and there are many kind offiltering tool. This means that, increasingly, users are continuously scrolledthrough products to find what they’re looking for. There’s are sort function,so even if you’re hoping to search from low to high prices, there’s a way to dothis.Peoplecan see reviews and checkout luckily; there are other features that (might)make up for this.
The product pages themselves are particularly good,integrating the same rating and reviews section that can be found on the mainecommerce site. The highly visual nature of the overall percentage rating is anice touch, making it easy for users to gain an instant impression of a product.Similarly, the slider tool which gives an indication of how a product rates oncertain features, like comfort or quality is very useful.Thecheckout process is fairly quick and frustration-free, with one-touch Apple Payintegration making it even more so. The option to sign in or register viaFacebook also reduces steps to the checkout, which is always a handy feature tohelp prevent basket abandonment.Socialsharing and app integration another nice feature is the ‘share how you wear it’section, which encourages users to send in photos of them wearing their Adidasgear for the chance to be featured on the app.
Thistype of content encourages interaction and involvement, but it also serves as anice bit of social proof, with inspiring imagery perhaps encouraging users togo on to browse products and buy. The content is also linked to the featuredusers Instagram accounts, which is handy to click from side to side and furtherexplore a particular profile.Featuresof adidas are available meaning users will have to use the Confirmed app ifthey want to remain kept in the loop. Similarly, there’s no sign of any optionto sync or access All Day features, meaning that the app will also position separately.
Theconversations box another one I experienced across, as even though promising’24/7′ advice from a live Adidas representative, I was told that there were agentsavailable on the various occasions I tried. That also an appearance is good, asspotted a few reviews on this chat box. Asalways, there are positives that will keep some users satisfied, such aseffective personalisation and rich video content. There’s nothing wrong withthe product pages or final checkout stages either. Search is also highly responsive,frequent suggested results almost immediately.