On March 22, adidas will present an updated concept of its iconic store on Krasnaya Presnya. The new project is a successful example of an omnichannel concept and a step into the future of retail digitalization. Among the main ambitions of the project is the possibility of issuing orders to online store customers within one hour and delivery of purchases to the door on the day of the order.

The adidas store on Krasnaya Presnya collects 20% of all e-commerce orders with courier delivery in Moscow and has a good capacity. The store's warehouse has an area of about 1,000 sq. m, which allows you to place up to 30,000 units of goods at a time, 30% of which overlap with the assortment of the online store. All this made it possible to consider the location as a key place for combining a retail warehouse and an online store, so that goods stored in the very center of the city became available to Muscovites.

Despite the obvious solution, its implementation for any traditional retail company is associated with many difficulties. To implement the plans, it was necessary to completely revise IT systems, build new processes in retail, change the logistics of product stock shipment, build work with couriers, plan customer information, update the content of the website and applications. The changes made allowed to simplify the entire chain of processes from receipt and processing of the order to its delivery to the customer and significantly reduce the execution time of individual operations. The current chain of order fulfillment looks as clear as possible: the order falls into the store, the store employees collect, pack it and either poison the customer with a notification that the order is ready for delivery, or transfer the order to the courier for delivery.

Within a couple of hours after the order, the customer sees that his purchase is available for delivery in the store, and if he chooses courier delivery, the purchase will arrive to the buyer within a day. At the same time, it does not matter at what time the order was placed, since both the store and the warehouse work in the 24/7 mode. The increased speed of delivery made it possible to increase the probability of repurchasing orders by 10 points. In addition, a new approach to work allowed unloading the company's main warehouse in the city of Chekhov, now part of the volume of Moscow e-commerce orders goes to a retail store in the city center.

In addition, the updated «adidas Krasnaya Presnya» accumulates orders from 50 Moscow stores in order to move goods between these stores within 90 minutes. This service is convenient for customers when the goods they need are not available in the store they came to. In addition, a kiosk for creating orders is installed inside the store, which can always be used to purchase goods exclusively available in the online store.

Comments Rupert Campbell, Managing director of adidas in Russia and the CIS: "It is important for our consumer to be able to buy sneakers anywhere and get them in any convenient way. "adidas Krasnaya Presnya" is the secret of our omnichannel in Moscow. The store offers the widest range, which largely intersects with the online store. Already today, almost every order made in the online store will be issued to the buyer within one hour from the moment of purchase. The updated store is a donor for delivery throughout Moscow and opens up limitless opportunities to create a personalized experience of interaction with our customers.

The infrastructure of the updated store provides a variety of services, services and partner activations to immerse customers in the world of professional sports and create a personalized experience of interaction in the mode 24/7: a running testing zone, a bra-top selection service, an equipment center, a healthy food bar, taping, concierge service, a brand innovation zone and customizations, corners with exclusive limited collections for sports and everyday life.

In the near future, the company plans to implement the possibility of delivery from the online store to the door within three hours, this service is now being piloted and will be available to customers from Moscow. The brand adidas continues to develop innovations, as new technologies are becoming increasingly important in people's lives, and the retail store is becoming one of the main drivers of digitalization.

Photo: adidas