adidas - We Are All Trailblazers: Customer Success in the Fourth Industrial Revolution | Salesforce

Now, this is an incredible company. Did you notice my shoes by any chance? You notice the shoes? Yeah. Notice your shoes? Yeah. Three stripes. Who had those Stan Smith shoes when they were kids? Those green shoes? Everyone remember those? I got the new version. Pretty awesome. Let's take a look at an amazing company. Let's look now at Adidas.

The most important store we have in the world is dot com, period. I think a lot of companies struggle in the transformation from brick and mortar to a much more hybrid model.

It's not a question of if or when it's happening now. We need to lead and be able to respond to those consumer expectations immediately.

The age of subpar performance in digital is gone because the people who are now engaging in those experiences, they know the speed of a site, they know what good looks like.

So if you're not meeting their expectations, that first point, you've lost them straight away.

So we need a partner that knows what to do, that's creative, that will engage with us and really understand our business. And that's where the entire technology platform from Salesforce gives us a competitive advantage this generation.

They expect something now. They want instant gratification. They want to explore, they want to discover.

They get inspired by what a Caney does, what a poor Puckba does, which has no borders. Our primary interface is now through digital media. There's no TV advertising.

The fact that there is so much noise out there and there is so much data and so many stories putting them at the heart of our brand. And what we create allows us to be much more relevant.

We want to create the best sports company in the world. We want to be the creator brand.

That access to global profiles, global brands, at any time, in any way, is what consumers are looking for. So we need to bring that vibrant brand experience to life through every digital touch point.

That's where Salesforce helped us to enable that proactive interaction with the consumer.

We moved from a world where you would spend six months, nine months, and building a big capability and you'd launch it and you'd celebrate, and you now get into a cadence where we actually have Black Friday, Cyber Monday constantly throughout the year.

We almost grew 20% in the first six months of this year. We grew our.com 60%. We grew in America 80%.

We're capturing people online. We're driving traffic. The brand, he is on fire. And that marriage of Adidas and Salesforce allows us to be reactive, proactive, and design and evolve for the future.

The capability to roll out products and influence trends is immense. And the Connection basically makes that happen overnight. So right now we can actually get the true power of being a global company by using Salesforce technology. You know.

Super exciting.

Woo.

Wasn't that amazing? Video. All right, let's take a look at Adidas. Please welcome Stephanie Vascemi, our EVP of marketing. Welcome, Stephanie.

Thank you, Mark.

Great to have you. Love your outfit.

I'm living pretty awesome. You know what this is? It's called the three stripe life.

Very nice. You know, I'd love to have some of those three stripes myself. I got them on my shoes though.

Your shoes are fabulous. And it's because it's Adidas.

Welcome, Stephanie. Please welcome Stephanie to Dreamforce.

Thank you. All right, you saw it right there on the film. Adidas, no doubt, is a trailblazer. That video was incredible because they are electrifying their brand and the fourth industrial revolution. And I'm proud and I know all of us are here proud because they're doing it together with Salesforce. Mark talked about it earlier. What does the fourth industrial revolution bring to all of us? Does it bring us closer or farther apart? Adidas knows and Salesforce knows. It's an opportunity to to bring people together. And together we're delivering personalized one to one engagement at scale. And I want to show you how we're making that happen. It starts with the world's number one marketing platform, the marketing cloud. The marketing cloud allows Adidas marketers and marketers around the world to deliver one to one personalized journeys. They can do that declaratively with clicks and not code. And what that means for them is that with Journey Builder built into the platform, they can connect to you across every channel, wherever your preferred channel is, email, mobile, social, all of that. They can make those meaningful connections with you. And now with Einstein Vision for social built in, that means that those Adidas marketers can detect Adidas product in social feed photos. That's powerful because that means they can create a more meaningful campaign out to the consumer. There now they know that they're only as good as how well they understand the consumer and the customers. What all of you in this room want Adidas needs to know to be successful. And they know it's about personalization and the profile and so does Salesforce. And that's why we made a really big bet last year. We made a big investment and it's called a dmp. Yeah, right. Does anyone know what a DMP is? Well, it's important for everyone to know because it's a game changer right now in the world of marketing, so called a data management platform. And what this data management platform allows all marketers to do now is capture online web behaviors, marry those online web behaviors with your CRM data. It unifies across all devices, whether you're on your phone or your iPad. So that Adidas and all of us with that DMP can deliver personalized ads to you at scale. We live in a busy world. We don't want those irrelevant ads. We want things that we can make a connection with now. It goes all the way into the shopping experience. It's not just enough to give you a personalized ad. It's about creating an entire amazing experience for you. And that's why they're using the number one commerce platform, Commerce Cloud. That is Adidas.com is 100% powered by our commerce platform. And what's really differentiated about our commerce platform is the power that you can build that site once and you can deploy it globally. Let's face it, Adidas is operating in a diverse world. And that ability to build it once and deploy it globally means that for every language and every, every currency, they can replicate that site. What does that mean? That means they're relevant in the markets they serve. They're relevant to those individuals. And when those individuals come onto the site and have it in the language they prefer and the currency they prefer, they also get served up only the things that they're going to like with Einstein, predictive sort built in. Einstein is surfacing based on those online web behaviors, only what those individuals like and are going to be of most interest to them. It's delivered incredible results. Do you know the number one store for Adidas today is their dot com. It grew 66% year over year. It's transformational to their business now. They're not just in it for the transaction, they're in it for the lifetime relationship with all of you. They have a brand that endures and they want to be with you for that lifetime. And they know that means past that transaction. It means delivering amazing service, giving you an amazing experience with them. And that's why they use the world's number one service platform. The service cloud enables them to give choice to their consumers. We all want choice today. We want the flexibility and the service platform delivers that from customer service to field service, empowering those local technicians out there in industries to self service. And now with the power of the service platform and Einstein built in, when you talk to those agents, they're smarter and more productive than ever before. I'm going to give you a hint. Einstein bots are transforming the world of service. They are the ultimate helper. And I'm not going to say much more. I want to show you as we always do, we want to show you in a live demo. So please join me in welcoming on stage Janessa and friends. Come on. Can we give a round of applause for Janessa and friends? Thank you. Janessa and team are the only ultimate Adidas consumers. And what they're going to do here is Janessa is going to drive this demo right here live from her phone. So what she's done is she's gone out on adidas.com and it is that beautiful mobile first site here. So she's getting this amazing shopping experience with this beautiful navigation. But I said earlier, we live in this busy world, and in this busy world, what happens? We get distractions. And it looks like Janessa is no exception. Janessa, what's going on over there?

Looks like Cato texted me.

I just sent you the link for tomorrow night's benefit concert. We should all go together.

Lenny Kravitz, Alicia Keys. Of course I'll be there. I love live music. Awesome.

Yeah.

Okay, so right there, this group is going to be having a good time at Dreamfest tomorrow night, which I hope all of you will as well. But let's look closely here. What just happened there? She's left the Adidas site and she's now reading this article on a music concert. Important question. Has Adidas lost her as a customer, as a consumer? No, they haven't. Because this is the power of the data management platform. Behind the scenes, the data management platform is doing the heavy lifting. They're learning from Janessa and her online behaviors. And so they know she was on Adidas.com and now that she's interested here and she's looking at live music and concerts. And so with Einstein built in, Einstein is predicting and serving this personalized ad up to her that thinks maybe she would be interested in the new Adidas Pharrell shoes. But she doesn't just get this ad served up to her on her phone. The power of the data management platform is that it's unifying for the consumer across all their devices. So later, right here on her laptop, she gets that same personalized ad for her for those cool Pharrell shoes. And when she's looking on her iPad right there, she gets that as well. Now, some people say to me, is that good or is that bad? It's great. We live in a really, really busy world. And guess what? When we get bad ads that don't resonate with us. What do we do? We skip. We hide. We block them. We are doing this the Salesforce way with trust for you, trust for you and your privacy. And we're delivering it here together. Now let's come back to that ad, and let's have the ultimate truth. Janessa, what do you think of that ad?

I love Pharrell, and I had no idea that he was designing shoes for Adidas. This is cool.

Awesome. You want to get shopping and click in here?

Let's do it.

All right, so Janessa is now going out to Adidas.com, but hey, wait a minute. This doesn't look like the Adidas.com that we looked at a couple minutes ago here. No, because they're organizing the site based on Janessa and her preferences. So right here, she's taken immediately to this beautiful site here of these Adidas Pharrell shoes. It resonates with her. And now we can go in here and shop. You ready to shop?

Let's shop.

All right, so the power here with the commerce platform is that right here, Einstein predictive sort has surfaced right to the top. Just those cool Pharrell shoes that speak to our friend Janessa, and she can peruse all of this and make her choice. Okay, here's the moment. Janessa, what color? What are you getting?

A lot of choices, Stephanie, but I'm gonna go with these.

They're fantastic, and they're gonna rock your look tomorrow night at Dreamforce. Now watch this. With just a thumbprint, Janessa has made a purchase. Apple pay is integrated into the Salesforce commerce platform. So she is one and done. She's made that purchase that easy. That's the Adidas experience. Now, that purchase was very fast and very easy. The question is, when you want to make a change to your order, is it that easy too? It is. Because they are using the Salesforce service platform. They're using service cloud. So right here on Janessa's phone, when she wants to make a change, she has choice. She can use the phone, email. But let's face it, how do most of us interact today with family and friends? We text. And so right here, she's going to click on that chat button for me and she's going to get brought right in here to a live two way text conversation with Adidas service. Pay close attention here because at the top, you'll see it says Adibot. It's kind of an interesting name for a service agent. That's because it is a Bot Adidas is using Salesforce Einstein bots to power their service interactions. It is able to do everything. It is able to handle all those repetitive tasks, those actions, whether you want to make a return or you want to exchange something. This is the power of Einstein bots built right in here for individuals. Janessa, what do you think of this bot? What do you want to ask it to do?

Hold on, Stephanie.

Are you telling me I'm talking to a bot?

Then let's see what this bot can do. It looks like I can change my shipping address to have my new kicks delivered right here to the Adidas store in the campground, and then I can wear them tomorrow night. And it's just one click.

Whoa, whoa, whoa, whoa. Is it that easy? Then can you change the colors? Because I'm rocking my gold for all tomorrow, and if you can change yours, then we can match.

Hold on. See if there's still time to do that. Well, it looks like I can change them to the gold. Nice.

Fantastic. So these folks are going to be rocking it at Dreamforce with the complete look here of the golden gold Pharrells. But Einstein just keeps getting smarter. And what all of you need to think about here is the context of bots in your business. They're powering all of the Adidas service interactions here today. It's the ultimate helper for all of those tasks. Think of the repetitive tasks that you could automate in your business, and think of how that makes your agents that much more productive. It frees up their time to put their creativity on larger problems. This is the power of it. And it's available to you because we're playing the Salesforce Playbook. What's the Salesforce Playbook? To deliver it declaratively with clicks, not code, so you can get those Einstein bots in your business. That's the power. And what you're going to see right here is that Einstein gets smarter with every interaction. Einstein predictive sort allows you now to get those items. And, Janessa, there's additional items in the cart here for your look. What do you think? Do you want those? We're doing it.

And I can't wait to see all of you tomorrow night.

All right, this is the path that we're blazing together. You can do this, too. Get started right now. Text this number. Text Adidas. And we have for you a custom learning path, a trail mix that's going to teach you step by step, how to deliver this and your business together. Thank you, Janessa. Thank you, Mark. Back to all of you all right?

Great job, Stephanie. Please thank Stephanie and Janessa. Great job. Well done. Great job, you guys. Well, we're here with the CEO of Adidas. Please welcome Casper. Everyone.

You've never looked better.

Well, behalf of everyone who wears a 3x tall, I want to thank you for having this available on your sites. Casper.

Everything for the consumer.

So Caspar Roerstedt is the CEO of Adidas. You're crushing the competition. It's amazing what is happening. Every day I go to your site, it's all new products. I'm always looking for the products in my size. Not as many as I would like. So we can talk about that later. But tell me, what is your vision? What inspires you to be a trailblazer? And how do I get some of those shoes? By the way, I need them in 14s.

So very basic. As I said in the video, we want to be the best sports company in the world. And we believe that through data, we can create the best products. You know, the product I'm wearing right now is if we can have the. Whether we have a camera. You know, if you have a camera looking at my foot, not my face. Thank you. Yeah, it's a 3D printed shoe from 3D Carbon here in the Valley. That means that we can print a shoe today to your foot. So without compromising, you have somewhat large feet.

Thank you very much.

We can accommodate that.

On behalf of all the trailblazers, thank you.

So we can build the best customized shoe by using 3D digital technology. And that's extremely important for us. We sell 1.2 million pairs of shoes a day.

1.2 million pairs of shoes a day.

A day. And the more we can customize them and the more we can make them to executive want, the more money we can make and the happier we get as a consumer.

Well, I know that because right here, I got these to say Dreamforce on them, and I did it right on your site.

It's a wonderful shoe.

And these are your. I think these are your superstars.

It is. It's a superstar shoe. And of course, you know, the other part of why we believe we can be the best software company? No sports company in the world is. Not only.

Are you. Is that a Freudian slip. Are you becoming the best software company in the world?

So we actually have a lot of open job positions in the software area.

Who wants to work for Adidas? Raise your hand. Do I get a discount on the site?

You do if you're an employee.

All right, all right.

We can talk I'm not certain we can, you know, we can pay you in shoes, but I'm certain we can pay you real money. But the other part, though, is by using your technology, we can understand who the consumer are. When we sell 1.2 million pairs of shoes a day, Last year was a million a day. We are completely driving or killing all process we have in the organization. The more we know about the consumer, the better we can serve the consumer. That is why Salesforce has been so fundamental for us. Today we're launching our Adidas app. First country in the world is the US if you want to go and buy some shoes, you can buy it here. We can deliver it to your hotel.

I want some yeast if it works. Can you do that? Can you do the Yeezys? You know, I thought we're friends. I thought we're friends.

There is a price tag with every friendship.

All right, okay, okay, I get it. I get it. Okay?

But if, you know, so we are, you know, we are opening our dot com store here or, you know, Adidas app today will deliver the hotel. And this is what we see is going to be the future. We think by cannibalizing our industry, we can completely change this industry. And that's why having software capability in our organization is fundamental, beyond the capability to design the coolest products.

Amazing, Casper, Incredible vision. Thank you for everything. You're doing great to be here. You own sport, you've got it.

Not all pretty good.

Please thank Casper. Amazing. Well, we're here to tell you three amazing stories. Three amazing stories. You heard about T Mobile, you heard about Adidas.