During the fervor of the FIFA World Cup in June, Adidas boosted its app store ranking by 89% by strategically introducing new features. But while the brand excels at content, it fails to deliver on key personalization touchpoints.
Six months after the Adidas Sports & Style app was released, it ranked 1142 in the US App Store. In comparison, rival Nike rested at 73. However, Adidas capitalized on the momentum from its FIFA sponsorship to boost this ranking, partnering with 56 celebrity creators to make a region-specific video campaign and working with IBM and Fox News to offer a highlight reel for World Cup matches. Additionally, its Telstar Mechta branded soccer ball enabled app users to interact with the ball during the knockout stages, creating a unique identifier and unlocking exclusive content and challenges.
Despite these elaborate features, Gartner L2’s report finds that the Adidas app falls short when it comes to the more prosaic challenge of personalization. For example, if a user’s profile indicates that the user wears a women’s shoe size 10, the Adidas app yields men’s category pages with size 10 products. While the user experience may improve with purchase history, the brand misses the opportunity to leverage data provided by customers from the start.
In contrast, Nike successfully personalizes the mobile app experience. The brand utilizes data from users’ NikePlus profiles and personalizes their app feeds with content tailored to their gender, interests, and preferred athlete influencers. Additionally, the app correctly auto-selects category pages by gender and auto-suggests sizing options on product pages, ensuring that shoppers will have an easy time.