Keywords: is designed to ‘personalise and enhance’ the

Keywords:

Adidas Products ,Sports
Shoes, Sneaker Tailored App, Sports or Athletes, Browsing and buying, reviews
and checkout, Social sharing, App integration.

Everything adidas do is rooted in sports. The adidas and its brand have
a history like few others when it comes to iconic sports shoes that have broken
world records, scored the significant goals and succeeded on the world’s
biggest stages. It is this history and experience adidas draw and move forward
from passion for sports. 

Adidas is no stranger
to the world of apps. It has already released two in the form of Confirmed and
All Day, allowing users to reserve new products and monitor their fitness and
nutrition.

Now, the sports brand
has released Shop & Style – a shopping app that allows users to buy Adidas
products and browse editorial content without the need to use their mobile
browser.

It’s slightly
surprising that Adidas is only just delivering this, but it is reportedly due
to a larger focus on optimising the web experience.

The app is designed to
‘personalise and enhance’ the Adidas shopping experience, but is it any good? I
downloaded it to find out. Here’s what I think works, and what misses the mark.

An app tailored to you Adidas
Shop & Style is a shopping app that uses artificial intelligence to learn
about its users. Essentially, this means that it will take your previous
shopping and browsing behaviour into consideration, and deliver personalised
content and commerce recommendations on this basis. Let in mind that this was
my first time using the app, so I’m not sure how effective or relevant the
results. However, video on the homepage is bound to be an effective way to grab
the user’s interest as they enter the app.

I was particularly
impressed with how different content is integrated. There’s a good mixture of
video (which automatically plays as you scroll), featured product imagery, plus
editorial articles from high profile sports personalities.

Again, the app will
deliver 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 enjoyment
rather than a single experience that caters to everyone.

Browsing and buying the
shopping experience, which I assume is what most users will be focused on.
Clicking onto the category pages, I like how everything is clearly set out –
the category menus are in a list format in the middle of the screen, making it
very easy to choose the shoes, clothing, and accessories you’re interested in.
Over time, the app will automatically stay on whatever over-curving category
you use the most, e.g. men or women.

There’s also the option
to scroll through imagery of ‘new in’ products without leaving this main
navigation, which is a nice touch if you’re someone who regularly checks back
for new-in stock. While the category set-up is good and there are many kind of
filtering tool. This means that, increasingly, users are continuously scrolled
through 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 do
this.

People
can 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 main
ecommerce site. The highly visual nature of the overall percentage rating is a
nice 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 on
certain features, like comfort or quality is very useful.

The
checkout process is fairly quick and frustration-free, with one-touch Apple Pay
integration making it even more so. The option to sign in or register via
Facebook also reduces steps to the checkout, which is always a handy feature to
help prevent basket abandonment.

Social
sharing 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 Adidas
gear for the chance to be featured on the app.

This
type of content encourages interaction and involvement, but it also serves as a
nice bit of social proof, with inspiring imagery perhaps encouraging users to
go on to browse products and buy. The content is also linked to the featured
users Instagram accounts, which is handy if you want to click through and
further explore a particular profile.

Features
from Adidas’ other apps are available meaning users will have to use the
Confirmed app if they want to be kept in the loop. Similarly, there’s no sign
of any option to sync or access All Day features, meaning that the app will
also be kept separate.

The
chat option is another one I came across, as even though promising ’24/7′
advice from a live Adidas representative, I was told that there were agents
available on the multiple occasions I tried. This also looks to be a good, as I
also spotted a few reviews on this chat box.

As
always, there are positives that will keep some users satisfied, such as
effective personalisation and rich video content. There’s nothing wrong with
the product pages or final checkout stages either. Search is also highly responsive,
returning suggested results almost immediately.