From the figure, it can be seen that e-Commerce revenues increases its portion of 32.5% to 47.2% in total revenues of adidas in Western Europe market. In boosting e-Commerce sales figure, adidas is committed to service innovation along the e-Commerce process to improve customer shopping experience and enhance customer value for the firm. For example, the “Knit for you” project is carried out to understand customer preferences as well as how flexibility in production can be used to create an immersive consumer experience. Particularly, the project allows customers to freely create their products, choose materials and observe the production process. This project received positive feedback with active involvement from customers with enthusiasm.
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Findings section will be divided into two major parts. In the first part, the paper demonstrates the case study results in terms of customer needs’ satisfaction at adidas regarding the order fulfilment and outbound logistics supply chain. This part is further broken down into two sub-sections. While the first sub-section presents findings from adidas with the Net Promoter Score and related data, the second sub-section covers findings obtained from direct interviews with the firm’s experts in customer service and supply chain departments. In the second part, the paper focuses on demonstrating the case study results of service innovation capabilities at adidas using the service innovation enabler framework suggested in the Methodology section. More specific, details regarding the current status of the firm’s three components of service innovation enablers, namely collaboration, innovative orientation and knowledge integrated mechanism, will be …show more content…
NPS system at adidas consists of two major components which are top-down brand NPS and bottom-up experience NPS. While brand NPS strives to measure the overall advocacy of the brand with a holistic view to compare with competitors, experience NPS aims at capturing the specific customers’ needs among various dimensions of the brand such as retailing, e-Commerce, product or engagement (adidas NPS 2016 – General introduction to experience NPS, 2016). For the purpose of this research, the emphasis is placed on the experience NPS dimension since it digs in greater details about the specific customers’ needs along different aspects of shopping experience, especially e-Commerce. Three questions for gathering feedbacks will be aimed to certain group of customers based on the score they gave to adidas, including “what could we do better on adidas.com?” for detractors, “what are two things we could do to make you more excited about adidas.com?” for neutrals and “what would you tell your friend about adidas.com” for
Findings section will be divided into two major parts. In the first part, the paper demonstrates the case study results in terms of customer needs’ satisfaction at adidas regarding the order fulfilment and outbound logistics supply chain. This part is further broken down into two sub-sections. While the first sub-section presents findings from adidas with the Net Promoter Score and related data, the second sub-section covers findings obtained from direct interviews with the firm’s experts in customer service and supply chain departments. In the second part, the paper focuses on demonstrating the case study results of service innovation capabilities at adidas using the service innovation enabler framework suggested in the Methodology section. More specific, details regarding the current status of the firm’s three components of service innovation enablers, namely collaboration, innovative orientation and knowledge integrated mechanism, will be …show more content…
NPS system at adidas consists of two major components which are top-down brand NPS and bottom-up experience NPS. While brand NPS strives to measure the overall advocacy of the brand with a holistic view to compare with competitors, experience NPS aims at capturing the specific customers’ needs among various dimensions of the brand such as retailing, e-Commerce, product or engagement (adidas NPS 2016 – General introduction to experience NPS, 2016). For the purpose of this research, the emphasis is placed on the experience NPS dimension since it digs in greater details about the specific customers’ needs along different aspects of shopping experience, especially e-Commerce. Three questions for gathering feedbacks will be aimed to certain group of customers based on the score they gave to adidas, including “what could we do better on adidas.com?” for detractors, “what are two things we could do to make you more excited about adidas.com?” for neutrals and “what would you tell your friend about adidas.com” for