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Adidas revamps in-store experience in attempt to attract young shoppers

Adidas is attempting to attract younger shoppers by upgrading its store concept for its Originals line to include wi-fi and hangout lounge areas.

According to Reuters, the sportswear label is keen to boost direct sales by persuading shoppers to linger longer in-store, and has designed a new store design blueprint to meet the needs of the 16-24-year-old demographic.

The brand is testing out the new development in the form of its Adidas Originals flagship ‘Neighborhood' concept store in Berlin, which opened this week. Further stores are planned for London, Shanghai, Seoul , Moscow, New York and Paris.

The move is part of a wider trend for physical retailers attempting to re-connect with shoppers by providing more services. In recent years, high-end retailers such as Barneys and Gucci have turned to wi-fi to boost instore sales.

A recent Deloitte report entitled 'Why Wi-Fi?' stated: "By improving cell phone reception, in-store Wi-Fi can improve a retailer's customer reach, frequency of contact, and conversion."