Being locally relevant is key for any brick and mortar business, and adidas
worked with its agency iProspect to leverage mobile’s power to reach local
customers. They recognized that in order to build an effective mobile presence,
they had to pivot their thinking to understand how mobile drives value beyond
mobile commerce, particularly in-store sales. This enabled them to prove that
mobile created a 680% incremental increase in ROI.
adidas Case Study: The Full Value of Mobile
Mobile plays a critical role as an influencer in driving in-store traffic.
Adidas wanted to find the value of each click on the store locator feature on
its mobile site to get a better understanding of how consumers use their
handsets to make these purchase decisions.
“One of the main goals for this case study was to highlight the impact of
mobile to a brand’s bottom line where one-to-one measurement can be difficult
and misleading,” said Kerri Smith, director of mobility at iProspect,
Boston.
Mobile Fit
Nowadays brands are realizing that mobile commerce is not just about
conversions. Instead, the medium is increasingly being viewed as a part of the
overall shopping experience. Mobile is essentially forcing marketers to redefine
what direct response advertising means, per iProspect.
To drive in-store traffic, adidas leveraged its mobile search campaigns with
location extensions that drove users to the store locator feature on the shoe
brand’s mobile site. Adidas claims that 13 percent of users who come in-store
make a purchase in general. The average order value is $71. IProspect estimated
that one in five consumers – or 20 percent – who visited the store locator page
on adidas’ mobile site went into a store. This number represents consumers with
a higher intent to shop. The higher intent therefore was measured as a 20
percent conversion rate for the case study. This is a seven percent increase
from the average in-store conversion rate. Additionally, the average order value
was increased to $80. There was a four percent conversion rate from mobile to
in-store purchases.
Targeting Soccer Fans
Adidas is teaming up with several Seattle-area sports merchandise retailers
for a mobile-driven sweepstakes designed to drive foot traffic into
stores.
The sweepstakes is activated in-store, online and through
the Seattle Team’s Facebook app page, with fans able to enter via mobile or
desktop for a chance to win tickets to a Seattle Sounders FC game. Additionally,
after completing the entry, fans can easily buy Sounders merchandise directly
from their mobile device or desktop.
The Sounders FC team is a professional soccer team that competes in Major
League Soccer. It is the league’s 15th team and has sold more season tickets
than any other MLS club. The goal of the sweepstakes is to reach the team’s
target fan base and raise awareness for the team while driving foot traffic and
merchandise sales for participating retailers LIDS, SoDO Sports and the Seattle
Team Shop. Soccer fans can enter the sweepstakes by scanning a QR code that
appears in stores to be taken to a mobile optimized campaign site. In-store
shoppers can also text the keyword SOUNDERS to the short code 47170 to receive a
link to the site.
Another way to enter is by visiting the Seattle
Teams Facebook app page, where shoppers are prompted to enter a code, offering a
new pair of tickets to be won.
The entry code can be found in retail stores, at the Seattle Teams page for
the sweepstakes, www.seattleteams.com/SoundersTextOffer,
or at the Seattle Teams Facebook page, www.facebook.com/seattleteamshop.
The campaign hands out 15 pairs of Sounders FC tickets throughout the MLS
season for each of the 15 home games. A winner is chosen at random through the
Tagga platform’s lottery feature.
Shoppers can share the sweepstakes on
Twitter, Facebook, Google+ and LinkedIn.
A holistic view of the mobile customer
This new model can help marketers better understand the return on investment
they’re getting from their mobile efforts. Both companies also found mobile
success because they developed a holistic view of their mobile customers and
created strong synergies across all marketing channels. For example,
RadioShack’s social, email, digital, video and search marketing teams work
collectively to create the best user experience possible for mobile customers.
Little says, “This allows us to better understand the behavioral path of our
customers, from the initial research phase through the final purchase stage
including all the marketing they were exposed to along the way. To be
successful, you have to adopt this holistic vision of the mobile user
behavior.”