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Adidas: 'Turn your business on its head'

Stephanie Peterson, vice-president digital – planning and activation at Adidas, kicked off today’s Drapers Digital Festival by urging retailers to turn their everyday business practices “on their head”.

The sportswear giant’s digital strategy hinges on becoming consumer obsessed, considering new business models and meeting shoppers where they are, said Peterson.

She stressed that the sector needs to find new ways of engaging consumers in two-way conversations: “The thing that I would say to businesses of all sizes, from start-ups to giants, is to consider how you can turn your everyday business practices on their head.

“Sometimes you have to sacrifice control, encourage creative freedom and engage with consumers in new ways, because if you don’t, customers will get sick of the old model. You have to take on that risk to make them feel included.”

She added: “We need to go beyond great product to also tell great stories. We want consumers to use our digital channels as a regular touchpoint and point of engagement. What can be difficult for businesses is creating robust brand stories that aren’t siloed by different channels.”


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