REGIONAL DIVE-IN
EMEA
Overall score
The winner in the EMEA region was clearer; Adidas.nl scored 66%, beating its closest regional rival by 10%. The brand scored highly in all three categories, beating all other brands in email experience and sharing the top customer experience slot with Netherlands-based Omoda. It was only bested in the cross-channel experience category, where college wear retailer America Today took the top slot.
Overall score by category
Email Experience
Customer Experience
Cross-Channel Experience
EMAIL EXPERIENCE
WINNER
CUSTOMER EXPERIENCE
JOINT WINNERS
CROSS-CHANNEL EXPERIENCE
WINNER
Adidas.nl was a good all-rounder. Its well-crafted email strategy saw a balance between discount, product, and storytelling content that enabled it to target transactional opportunities while also inspiring customers with social and fitness content. Its “Share how you wear it” Instagram campaign created a strong sense of community around the brand. The brand's social focus extended to its product pages, where customer reviews provided social proof. It reinforced reviews with videos to demonstrate its products and inspire potential buyers. Adidas.nl was also a strong proponent of personalization, giving each customer a unique experience that encouraged engagement with its site and app. These included product recommendations and a customer wish list feature.
employed name-based personalization
allowed for voice search
provided live chat
