adidas Slovakia

• • KPIs & Sales Skills training for adidas store managers

• • Park in adidas
    goal: increase the number of customers visiting adidas originals store at Hurbanovo námestie, Bratislava (free parking is troublesome in the neighbourhood; therefore, we gave customers a reason to visit the store – clients who made a purchase in adidas originals store during the campaign could park in PPG garage at Uršulínska for free)
    After having parked in PPG garage at Uršulínska, the client brought the parking slip to the store. If he/she made a purchase exceeding EUR 50, it was stamped by a cashier. After the client brought the parking slip back to the garage, the parking fee was reduced by one hour’s parking rate.
    Communication: musiq1 – 30“ spot, adidas originals shop window at Hurbanovo námestie, facebook, citylights in the neighbourhood of adidas originals store and in the Bratislava city centre, wall advertisement on the entry and exit ramp in PPG garage at Uršulínska
  • adidas styling session
    goal: adidas originals brand enhancement (presentation of adidas originals fashion line in a playful way), increase the number of customers visiting adidas originals store at Hurbanovo námestie in Bratislava (we gave clients a reason to come back – the option to be advised for free by a stylist on their overall personal style, matching clothes, colours, shoes plus to win interesting prizes)
    Twice a month in adidas originals store a stylist gave the clients a makeover – using fashion collections available in the store. These makeovers were photographed and published on facebook and adidas originals store pinwall. Customers could see that even ordinary people could have their own style; so on the next adidas styling session they visited the stylist at the store. The stylist did not force the clients to make a purchase; the clients did not feel like they were forced to anything.
    In addition, there was a photographer with a mobile photoshooting studio available in the store. The photos taken were graphically edited by the photograph and, after adding adidas logo, printed. One picture was put on the pinwall in the store, a second one was posted to facebook pinwall, and a third one was physically handed as a gift to the client and sent via bluetooth to his/her mobile phone. We’ve created a positive souvenir.
    If the client bought the entire outfit as suggested by the stylist, he/she received an original present (giveaway).
    Communication: musiq1 – 30“ spot, posters in the shop window and on adidas originals pinwall in the store at Hurbanovo námestie, facebook
  • must-have
    goal: adidas originals brand enhancement (differentiation of adidas originals fashion line from adidas performance sporty line)
    Each week a stylist picked a different piece (combination) of goods that was the absolute trend. It was important that it was fashionable and trendy. We shot a short video about this product in which the stylist explained why the product is a must-have. The video was then posted to facebook wall. The must-have was available on special offer (each customer who bought a “must-have” got a present). There was a new must-have presented every week.
    Communication: musiq1 – 30“ spot, posters in the shop window and on the pinwall of adidas originals store at Hurbanovo námestie, facebook
  • adidas pinwall
    goal: adidas originals brand enhancement (we gave customers a reason to visit the store of adidas originals at Hurbanovo námestie in Bratislava)
    Both an actual and virtual pinwall were used during the campaign – at adidas originals store and on facebook (interaction space of our target group).
    An actual pinwall was placed in the store. It was a stand-alone, specifically ordered, panel, matching the corporate adidas originals style. The centre of the panel worked as a pinwall where photographs from adidas styling sessions were pinned.
    We created and styled a facebook fan page for adidas originals shop in Bratislava. In this space customers could communicate and get to know one another.
    There was a competition with prizes from adidas originals fashion collection. The prize-winning photo shortlist was displayed in adidas originals store together with information about the next adidas styling session. The most successful picture was selected by a vote on facebook pinwall.
    Mechanism: in a “from zero to hero” fashion the stylist in the store turned Plain Janes to princesses and kings. We made photos of these makeovers. Each makeover participant was given a card containing a link to the facebook page where the pictures could be viewed. The pictures were tagged by real names of the participants. Page viewers could then score the photographs on facebook. Every month the most glamorous makeover received a selected prize.
    Facebook served as a shop window or a pinwall. As soon as other people saw what amazing makeovers are done in adidas originals store, they decided to visit it during the next “styling session”, so they could take part in the competition and get a styling, too. By this mechanism we managed to get customers into adidas originals store again and again.
  • leather jackets competition
    goal: adidas originals brand enhancement – in order to join the competition participants had to make a photo of themselves with the logo of adidas originals – education (a possibility to win adidas originals leather jackets every month and to join the competition in an unforced – playful manner)
    Competition on facebook (monthly periodicity) – the condition of the competition was to take a photo of oneself in clothes with the logo of adidas originals. The craziest photo in adidas originals clothes won the competition. The three leaves of the adidas originals logo on the clothes must have been distinctly visible in the picture. Viewers voted for the best picture by liking or disliking it. Only one “like” or “dislike” could have been assigned by one IP address in each round.
  • activities on the internet
    Activities aimed at educating customers that, if they want adidas originals, they don’t need to go to any shopping centre, but can comfortably buy it in the city centre.
    We realize a context PPC (Pay-per-click) campaign on facebook. Within the campaign we promoted:
    • Park in adidas
    • By way of a separate differently targeted campaign we promoted styling sessions and “must-haves” in order to get people to visit the store
    Creation of a special domain for the adidas store: www.adidaspredajna.sk
    • page designed in compliance with the adidas originals logo manual and in a House party campaign fashion with a link to the competition on facebook
  • sales skills training for adidas sellers – training in sales and communication skills for adidas sales representatives led by an experienced lector
    • sales psychology, profession of sales representative – assistant, fundamental techniques and skills of a sales representative
    • instruction in sales skills according to adidas manual
    • implementation of newly acquired skills in day-to-day work, role plays
    • practical tips for gaining customers’ attention, personalization of sale
    • first-contact techniques, first impression, customer interaction, understanding customer needs, customer persuasion, transacting, final impression
    • communication channels, non-verbal communication