‘In the same way that a bricks-and-mortar store’s layout and merchandising is designed to sell more product, so the website should be designed to take the buyer through the different phases of the buying process’ (Gay, Charlesworth and Esen, 2007).
Traditionally, the visual merchandising of the e-environment is problematic as the customer cannot touch or feel the garments and is only accessible through a screen. Adidas do try to entice the customer by using a zoom-in function so every detail can be viewed via the use of high resolution images and videos on most digital devices. There will always be a problem with digital promotional channels, although effective site structure and functional techniques can resolve this issue. Image six shows the zoom in facility with a range of shots along the left side of the page to show the trainer at all angles providing the truest representation to the customer. The website is relatively easy to navigate, divided into mens, women, kids, sports and brands. Under the sports heading, categories of the most popular are divided, leading to a further classification into shoes, clothing and accessories. Specific customers can then find exactly what they are looking for in a matter of minutes. On the other hand, it is understandable how customers can find this use of sub dividing confusingly difficult to navigate, as there are so many options but the search button can efficiently solve this.
Opposing to this, the Instagram page does not provide such zoom-in functions due to the limited coda of the application. Images can both be viewed in bulk and then selected according to the ones that stand out most to the consumer, or to gain an overall account of every image on the page, the customer can simply select the scrolling option and view images one by one in chronological order as shown in images seven and eight of the mobile application. The choice of this type of viewing is advantageous, as it can save time for people but also disadvantageous as it has limited use. Customer comments is a tactic providing to be useful for the brand as it creates instant feedback with its 2.7m followers (Instagram, 2014); a million more followers on the brands Instagram page from its 1.7m twitter followers (Twitter, 2014). Overall, Instagram has a portable structure for those on the go whilst the Adidas website is for those who actually have the time to sit, browse and purchase. Instagram is also only specific to those who have smartphones featuring either IOS or Android systems, leaving the percentage of Adidas target population without access (Weebly.com, 2014).
The internet has empowered the consumer in three ways; during the decision making process leading to the purchase, the actual moment of the purchase and the product ownership period (Richards, 2014). AIDA is an acronym used in marketing and advertising which stands for attention, interest, desire and action, helping marketing managers develop communication strategies with customers in a way that ‘better responds to their needs and desires’ (AIDA model, 2014).
Adidas is always trying to get our attention through their promotional techniques especially with the website always featuring the highest ranked athletes and celebrities. The homepage is abstract yet limited, containing brief phrases like ‘discover the legend’ that intrigues us to enter further into the website. To capture the interest of the consumer the brand uses attractive headings like ‘save up to 50%’ and ‘new’- a very clever tactic that most fashion brands use towards the checkout as the customer begins to desire this exclusivity. Through the use of celebrity associations, such as the Pharell collaboration, also constructs a desire to purchase.
In contrast, on the brands Instagram, there is an image of Pharell and Gwen Stefani with a link to view the collection creating immediate interest; the new collection is not specifically shown on the Instagram purposely as Adidas want the customer to engage and research further by clicking the link. Images eight and nine show how different the Pharell collection is advertised on both the website and instagram. For the final element of the AIDA model, Adidas insert the phrase ‘free delivery for christmas’ leaving a lasting impression so the customer will happily make the purchase with an added personal benefit. Instagram is personal when it comes to the AIDA model, with graphic images containing behind-the-scenes coverage of famous launches and parties, whereas in contrast the website is more focused on the product and final purchase. Both communication channels use effective tactics in grasping the customer’s attention and involvement leading to a final action.