Apparel and Shoe Brands: Competitive Landscape, Part 1
After conducting an extensive such on Nike, Adidas, and Pentland, we established that Nike uses Alexa for scheduling appointments while Adidas applies conversation artificial intelligence that helps to converse with clients. However, we could not find the social shopping experience for Adidas. Information on Pentland's social shopping, voice-assisted shopping and virtual-try-on could not be retrieved.
We began our search by looking through official websites of the assigned companies, that is, Adidas, Pentland, and Nike. We searched there because these sites would be the first place they post what the company does. However, we could not find any information except the virtual-try-on for a virtual supermodel, Shudu. There is no information about social shopping, virtual- try- on for customer and voice-assisted shopping.
We extended our search and scoured through business and marketing sites such as Business Insider, Forbes, and Marketing Week. We looked for the information there because these sites contain updated information on the business activities from many companies. Adidas only has Friends and Family discounts, but there is no mention of social shopping such as friends shopping online together or in a different part of the world. There is no information about Pentland.
We broadened our search and looked through customer review sites such as Trust Pilot. We searched there because customers usually tell about their shopping experience on review sites and we probably can find the social shopping by Adidas or Pentland and other information needed for virtual-try-on and voice-assisted shopping. We found on Trust Pilot information about 266 customers all around the world, but we couldn't find the social shopping experience. Only some bad and good customer experience offered while buying the shoes, but no review for Pentland.
Nike has a Nike Friend and Family (NFF) pass that is given to its customers as a way of thanking them for shopping with them. Through this program, customers can get up to 30% discounts on shoes and apparel once in each session. The discounts can be awarded when shopping with family and friends. It can be used on Nike, Converse factory and clearance store, or in Hurley.
Nike China and Wieden partnered with Kennedy Shanghai to create Nike's epic react shoe gamification. The gamification is developed using playful technology such as virtual reality, to enable customers to navigate Reactland. Reactland is a virtual world where the users/gamers can bounce on clouds and encounter animals like frogs and panda, using Nike shoes.
Nike took part on Facebook Messenger's beta augmented reality run. This was meant to access the shoes that clients have to enter as a series of emoji in the application. From this exercise, Nike was able to access "Kyrie 4 'red carpet", an augmented reality world, where the users experience the virtual world with the featured Nike shoe. These Augmented reality effects combined in messaging helps users shop for shoes online by visualizing the product before buying it.
As reported by Ron Faris, Nike's General Manager, Nike uses Alexa for scheduling appointments. Alexa is useful in providing Nike's customers with information about the time when a product drops. Alexa can inform a client to line-up on a set time to access a service. Nike is looking for a chat platform from which it can use voice to send automated messages as well.
Adidas partnered with Unit9 and developed a Snapchat Football Game. The platform was developed to be used for social interactions. The users can easily tap to play the game by controlling the avatar to showcase football skills. The game was a way of marketing the product and engaging the clients.
Adidas partnered with Snapchat and made it possible for customers to virtually try on the latest sneakers from Adidas. Through using the Snapchat camera, the Augmented Reality option enables customers to choose shoes. The shoes are then placed on the ground through the Snapchat camera. This campaign uses Augmented Reality in order for Adidas to connect with its clients.
Adidas incorporated conversation artificial intelligence that helps to converse with its customers through chats. Adidas made voice recognition and artificial intelligence to serve its clients using 1,100 live agents. The service sends a personalized service to clients, promoting natural marketing.
Pentland conducts community games where children from primary schools go to play. The games are called Pentland Community Games. The event was held at the beginning of 2019 in North London. The event will be held in Sunderland at the end of 2019, and in Nottingham in 2020. These events enable Pentland to create partnerships that bring schools and sports clubs across the United Kingdom together.