Hello again Today I visited Westfield White City (West London), one of the biggest shopping malls in the UK to give the Adidas store a visit.
I wanted to see what the brand was doing at store level to raise the profile
of its new ‘Boost’ running shoes. Several elements of the company’s integrated marketing communication plan were on show.
Firstly an eye-catching front window display greeted consumers entering the store and caught the attention of curious on-lookers. Inside the shop it was obvious the emphasis that was being placed on this particular product. It was reflected in merchandising tactics, powerful point of sale and strong personal selling techniques. All staff were also wearing ‘Boost’ branded T-shirts.
Having worked in sports retail for 6 years I have a sound knowledge of this industry
and I thought that overall it was well executed branding exercise by Adidas. The marketing message was coming across loud
and clear and overall my shopping experience was an enjoyable one. The store was very well merchandised, staff
were knowledgeable, friendly and the ambiance was good. Next week in Blogs 3 & 4 I’ll take a closer look into some other forms of advertising that Adidas are utilising in their IMC campaign.
Bye for now. Cheers, Andy
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