1. Media & Marketing

Adidas Drives Global Loyalty Through Hyperlocal Member Experiences

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In episode 417 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Thomas Kirk, global loyalty strategy director, and Claudio Corti, global membership strategy senior manager at Adidas, the second largest sportswear manufacturer in the world. Listen in as Kirk and Corti discuss how Adidas collects customer feedback around its adiClub loyalty program (1:35) and how adapting to feedback encourages customer engagement (3:20). They share the challenges in collecting shopper data across channels to create a unified customer profile (4:40), how they’re working to extend the adiClub experience to its retail partners (6:15), and how the brand is continually improving the loyalty program (7:40).

Furthermore, Kirk and Corti discuss the member-centric focus at adiClub (8:45), the metrics Adidas tracks to measure loyalty program performance (11:10), and how loyalty is prioritized across the global organization (13:20). Lastly, they share what getting personalization right looks like for Adidas’ adiClub program and its members (14:30) and the hyperlocal member experience curated by the loyalty program (16:00).

This episode was recorded live at CRMC 2023 in Chicago. The podcast series is sponsored by PRIMO.

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