Adidas looking to seduce India with omnichannel development

By

Olivier Guyot

Published
Jul 1, 2015

Adidas is looking to earn shares of the Indian market. And for the German group, omnichannel appears to be the major asset.

The brand with the three stripes has already set up the strategy at some of its outlet stores in Delhi. Speaking at an e-commerce conference, Abhishek Lal, the e-commerce director of Adidas India, stated that all 200 of the country's outlet stores will be equipped by March 2016. He also noted that combining the online and retail activities should result in a 5% increase in activity, from 10% to 15%.

The Indian press also reports that Adidas has signed agreements with Fedex, Ecom Express and Bluedart for the logistics challenges of implementing an omnichannel strategy in India.

The company has 750 stores in India which it plans to expand to 1,000 in the next three to five years. It employs about 500 people directly and 20,000 indirectly via franchisees in India.

The brand expects to have integrated its entire store network into the strategy by the end of 2017. Through its developments, Adidas is hoping to improve its relationship with its customers, especially those in India's medium-sized cities.

(Title corrected from initial publication)