Adidas has become the first brand partner to make in-store stock available through Zalando, the Berlin-based etailer has confirmed today.
Zalando and Adidas
Customers can order Adidas’s store at Berlin Tauentzienstrasse in Germany through Zalando’s ZipCart app, which will be delivered from the store between 7pm and 9pm if the orders are received before 3pm.
ZipCart offers products that can be delivered the same day in Berlin, either from Zalando’s stock, the integrated Adidas store or Bodycheck, an activewear store in Berlin.
The development is part of Zalando’s “platform strategy”, and its long-term vision to establish a network of brands and stores for customers all over Europe if the pilot is successful.
“The new integrated commerce pilot with Adidas is an important step for us. Today’s customers are online, however, most of the fashion items are still located in local stores,” said David Schneider, co-founder and chief executive of Zalando.
“We want to give customers the access to any fashion item anywhere and enable local stores to engage with digital customers in a new way. The pilot with Adidas shows how we connect fashion with people and how offline and online will merge together in the future.”
Harm Ohlmeyer, senior vice president at Adidas Digital Brand Commerce, added: “Our goal is to provide our consumers with the best brand experience they can get, no matter where and when they choose to shop. Our consumers want the latest and newest product - and they want it now. Shipping products directly from our Adidas stores addresses this need for speed.”
Earlier today Dalbir Bains, vice president for womenswear at Zalando, said the UK will be an increasing focus for growth for the etailer over the next 12 to 18 months at the British Retail Consortium’s International Retailing conference in London.
In March this year, Tomasz Ebbig, country sales manager for UK and Poland, told Drapers Zalando sees the UK as the most developed ecommerce market in Europe and is looking to the UK for trends that will appear in its other territories a year or two later.
“Over the last few years we have been improving our customer service in the UK and gaining more insight into the market,” he said. “We’ve also introduced brands that we sold in other territories to the UK such as Miss Selfridge and Whistles which gives us credibility.
“Now we’re focusing on customer acquisition through performance marketing such as display advertising and search.”