Success Story

How Adidas increased AOV by 259% and revenue per user by 18.5% in one month with Insider

Web Suite
Mobile
Smart Recommender

259%

increase in AOV
in one month
via Web Suite

67.3%

increase in products
viewed per session
via Category Optimizer

18.8%

increase in revenue
per user
via Smart Recommender

Industry

Retail

Themes

Cross-sell and Upsell
Personalization

Channels

Mobile
Web Suite

Tools

Category Optimizer
Smart Recommender

Our traffic grew exponentially during lockdown, but we were ill-equipped to engage and retain these visitors. We needed a solution that would help us deliver personalization at scale to boost engagement and drive conversions. Insider had just the right set of tools.

Senior eCommerce Manager

Executive summary

Adidas partnered with Insider to improve its online experience and increase conversion rates by delivering highly targeted and individualized customer experiences. Thanks to Insider’s AI-backed tools (including Category Optimizer and Smart Recommender), Adidas was able to increase AOV by 259% and revenue per user by 18.5% in just one month.

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About Adidas

Adidas is a German multinational corporation founded in 1949 and headquartered in Herzogenaurach, Germany. It is the largest sportswear manufacturer in Europe and the second-largest in the world (after Nike). The company designs and manufactures shoes, clothing, and sporting accessories for men and women worldwide.

USE CASE #1

Boosting profitability by 42.1% with highly-targeted coupon codes tailored for discount sensitivity

The challenge

Adidas wanted to improve profit margins by A/B testing how different customer segments—new users and returning users with varying levels of discount sensitivity—responded to incentives. This analysis was crucial for refining their discount strategy.

The solution

Using Insider’s Web Suite, Adidas leveraged predictive segments to easily identify users with high and low discount affinity. They then A/B tested varying discount levels using the side menu coupons for three segments: new users, returning users with high discount sensitivity, and returning users with low sensitivity. This approach helped Adidas understand how purchasing behavior adjusted across different scenarios, allowing them to formulate a strategy that maximized profitability.

The results

259%

increase in AOV from new users in one month

82%

 increase in first purchase conversion rate

35.3%

increase in conversion rate from returning users

42.1%

 increase in profitability from returning users

USE CASE #2

Increasing products viewed per session on mobile by 67.3% with Category Optimizer

The challenge

Adidas wanted to improve its product discovery experience on mobile by addressing the challenge of site navigation on a smaller screen. In particular, the static category dropdown lacked the personalization Adidas aimed for, often presenting categories that customers rarely engaged with, instead of highlighting their preferred 2-3 categories.

The solution

Insider’s growth experts recommended Category Optimizer, a tool which rearranges the mobile menu based on browsing history, showing the most frequently searched category at the top and removing clutter from the menu for mobile users.

Category Optimizer made it easy for customers to discover relevant products on mobile quickly, leading to a much better customer journey with reduced friction.

The results

50.3%

increase in conversion rate
on mobile

67.3%

 increase in products viewed per session on mobile

USE CASE #3

Boosting revenue per user by 18.8% with Smart Recommender

The challenge

Adidas wanted to transform their homepage from a generic landing page into a truly personalized experience by leveraging AI and machine learning. They sought to enhance the product discovery experience, helping every user find relevant products faster based on their browsing history, intent, and behavior.

Insider’s growth experts suggested exactly which tools to use to achieve our objectives. We implemented personalized product recommendations on the homepage and this helped us generate a 18.8% increase in revenue per user in one month. Insider’s tools are amazing.”

Senior eCommerce Manager

The solution

With Insider’s Smart Recommender, Adidas harnessed the power of machine learning and AI to convert shoppers into customers at every stage of their purchase journey.

For new users, the tool highlighted best sellers, while frequent browsers received personalized recommendations tailored to their browsing behavior and preferences. Additionally, it suggested frequently bought together products for recent purchasers, enhancing the overall shopping experience.

The results

76.5%

decrease in time to add-to-cart

13%

increase in conversion rate on the homepage in one month

7%

increase in conversion rate on product pages

18.8%

increase in revenue per user

Summary

With Insider’s comprehensive range of personalization tools and advanced segmentation capabilities, the Adidas team significantly enhanced their website’s performance across both Mobile and Web platforms. They effectively engaged their audience through relevant, timely, and personalized messaging, which improved product discovery and ultimately boosted their bottomline.

Looking ahead

Adidas aims to further boost sales by extending personalized product discovery to the search bar with Eureka, Insider’s AI-powered site search and merchandising tool.

Favorite feature

Smart Recommender
(Attribute Affinity)

Adidas’ favorite feature is Attribute Affinity because it enables precise user targeting and allows the brand to deliver highly personalized recommendations based on customers' affinities towards specific categories, products, or attributes, enhancing engagement and driving conversions.

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