The huge crowds at highly anticipated sneaker releases may highlight growing demand in the market, but lengthy waiting times and fans left empty-handed make for negative customer experiences. In a move to address these issues, German sports giant Adidas has launched Adidas Confirmed – a product reservation app for iOS and Android phones.
Debuting with the release of US pop star Kanye West’s Yeezy Boost shoes on February 14, the service affords customers a greater amount of control by pushing notifications about item releases directly to their mobile devices. Customers are notified the moment reservation opens, and can order a pair of shoes in their size to be picked up at their nearest retail outlet, avoiding the need to physically queue, as well as the disappointment of their item selling out.
The move highlights an understanding of the demands around limited-edition offerings, delivering a solution that gives the brand’s largely millennial, mobile-device-wielding consumers a sense of greater control.
Simon Atkins, vice-president of brand activation at Adidas, explains: “We wanted an experience that would treat everyone fairly, allow instant confirmation of product availability, and reduce long lines. We coupled that with our ambition to create highly localised mobile shopping experiences that merged the physical and digital worlds.”
Confirmed has also leveraged the geo-location technology that helps customers buy within their area to filter out bots and fake accounts that have hindered fashion releases over social media in the past.
Competing with the Adidas launch, Nike has announced the SNKRS app, which will officially launch in spring 2015. It will also allow users to track their favourite products and releases – with the added ability to purchase in-app and track their orders in real time.
For more on the growth of sneaker and footwear sales, as well as customers’ increased desire for customisation, see Retail Footwear Focus. To read about how other technology is giving customers more informed wait times, see Speedy Wayfinding & the Stage-Managed Wait in The Streamlined Sell. For more on quick-fire digital communications, see the Keep-Me-Posted Commerce section in Start-Pause-Go: Retail in Hyper-Flow – part of our Roaming Retail Industry Trend – and Sales-Boosting Beacons.