Officials at adidas Football (soccer to U.S. fans) wanted to appeal to its grassroots community of fans through a current and relevant technology that will elevate customer engagement.
As a result, adidas Football, with a big assist from NewStore, the mobile retail platform founded by Demandware creator Stephan Schambach, launched a new concept of football shoes sold through an exclusive and innovative platform: The adidas GLITCH app.
Michael Waldron, vice president of marketing, NewStore, told Loyalty360 that by identifying the latest trend in technology (mobile), adidas is appealing to a very passionate, grassroots football community.
“The GLITCH app engages its customers through creative, original video content and its frictionless purchasing process, which enables them to purchase merchandise in a few quick swipes,” Waldron explained. “By offering a referral program, adidas is curating a customer base essentially through word of mouth, which can be hugely effective with a younger audience that is more open to shopping in non-traditional manners. Customers are rewarded for their referrals and purchases. This kind of rewards model breeds loyalty because it gives them a reason to keep coming back.”
The football boots and skins can only be purchased via the adidas GLITCH mobile app, which is available initially for iOS and soon Android. All shopping, transactions, and customer service are done via a singular app. What’s more, the app allows consumers an opportunity to be a part of the GLITCH community and to constantly engage with adidas Football.
Footwear has long been the way of expression for young athletes, according to adidas Football. Outfitted with the same uniform as dozens of other players on their team, a young athlete thrives on the ability to showcase who they are through their boots. Adidas football hopes to revolutionize game-day style with this new concept.
“The GLITCH app enables its user to showcase their individuality in a way that hasn’t been done before,” Waldron added. “Regardless of player ability, they want to stand out. GLITCH allows them to do that by offering them a choice of the color and style of their skins. Additionally, same-day delivery offers a level of instant gratification that can only be achieved through mobile. The invite-only, grassroots campaign is a unique approach for a well-known brand like adidas. Mobile is where they follow their favorite football teams and communicate with each other. If their friends are talking about the GLITCH app, others are going to want to join in too. Word of mouth will always trump traditional advertising.”