Adidas launches omni-channel model

German sportswear company Adidas has launched the country’s fully integrated omni-channel model even as Indian retail giants have been raving about its potential to take on e-commerce players for a while now. The company believes this will help boost its India business by around 15% annually. Adidas stores will now have tablets that will allow walk-in customers order goods from any of its stores irrespective of its location. By 2017, all Adidas stores (around 750) will be omni-channel ready, said Abhishek Lal, senior e-commerce director, Adidas. "Around half of Adidas India's total omni-channel sales will come from Tier 3 and 4 cities," he said.

For instance, if a walk-in customer at an Adidas store in Chandigarh does not find a particular model of footwear in the store, he can order it from an Adidas store in Delhi through the in-store tab and it would be delivered to his house. "Earlier, the customer would have walked out. Now, salespeople in the store have the tool to close the sale through the omni-channel model. They have been trained to step in and engage the customer through the tab when they feel that the sale is ending," said Lal.

Adidas has tied up with several logistics companies such as, Fedex, Ecom Express and Bluedart for its omni-channel venture. While running the pilot, it also had to Indianise its lingo. "We introduced around 400 search terms that Indian customers use to look for products online.