Fast Five Shorts | Adidas To Offer Buy With Prime Via Its App & Website
In the latest edition of Omni Talk’s Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Mirakl, Simbe, and Ocampo Capital Chris Walton and Anne Mezzenga discuss: Adidas Offering Buy With Prime Via Its App & Website
For the full episode head here: https://youtu.be/mJ9TENRdNnE
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Transcript
Adidas plans to integrate with Buy with Prime into its website and app.
Speaker A: e, beginning in the spring of: Speaker A:Once confirmed, they will finish checkout using one of Adidas various payment options.
Speaker A:After the purchase is made, Amazon will fulfill all prime eligible items in the order and post purchase.
Speaker A:Prime members can view, manage and track their Buy with Prime orders from their order confirmation email, their Amazon account on Amazon.com or their Adidas order confirmation email.
Speaker B:You're all in on Adidas now.
Speaker B:This is great.
Speaker A:We're gonna just do it.
Speaker A:Let's just do it.
Speaker B:All in on audios.
Speaker A:Let's just do it.
Speaker A:Let's just do it.
Speaker A:All right, Chris, question for you is what makes Adidas's decision to integrate with Buy with Prime the number one headline this week in retail?
Speaker B:Oh, my God, you crack me up.
Speaker B:What makes it the number one headline this week is, I think it's just freaking smart.
Speaker B:You know, not so much for the short term confidence in buying purchases from Adidas or Adidas, but.
Speaker B:But what for the.
Speaker B:But because of what the partnership means longer term for the evolution of E commerce.
Speaker B:And that's what I think.
Speaker B:That's what I think is cool about this story.
Speaker B:So Adidas, I'm guessing, understands that winning the search game and getting traffic to a brand's own website is just going to get tougher in the years ahead, if it's not difficult enough already, as we've talked about many, many times at different conferences.
Speaker B:And so now with Gen AI, it's.
Speaker B:It's going to be probably impossible, right?
Speaker B:Like to cut through all that clutter.
Speaker B:So, so on the one hand, you have Adidas.
Speaker B:This is really getting hard.
Speaker A:Adidas can't do it.
Speaker B:I know.
Speaker B:It's really challenging.
Speaker B:You have Adidas extending its reach via Amazon Buy with Prime extensions.
Speaker B:Also, like we talked about last week, you know, in the, in the idea of, you know, Amazon showcasing the brands where Buy with Prime is lit up on their app, you know, so that people can purchase things from another site.
Speaker B:So this just facilitates that.
Speaker B:But.
Speaker B:So I've taken a few shots at prime over the years and, but I think this is a big coup.
Speaker B:You know, I think it's a smart move by Jamil Ghani and the prime team to be thinking about prime in this way because, you know, it, it's where the, it's where search commerce is going in a lot of ways.
Speaker B:And I think Amazon is very well positioned to thrive in that because of, like we talk about last week, they understand how to get people from, you know, they understand how to convert people when they're in the funnel.
Speaker B:And so that's what I think is great about this.
Speaker B:And I, I salute Adidas for going in this direction.
Speaker A:Yeah, I mean, I think the, the search thing is key here.
Speaker A:I think when you think about the practice, which is again, another topic that's been huge here at Etail, is how you know, you, how you're searching for product is, and how that's being served up to you, whether you're using, you know, a generative AI platform or you're using Google Lens or you're using, you know, Amazon or you're searching on these other platforms.
Speaker A:But I think, like, just from a customer perspective, when I get those search results, say on Google Shopping and there's a Buy with prime badge on there, and I know, like, oh, I see these same shoes that I liked that I want to buy and now I can go to this retailer and write on the picture to be able to, like, see that you can use your Amazon prime membership to get this, I think, is a really, a really catchy way to get new traffic to the site and to get people to buy via that platform.
Speaker A:So I think you're right.
Speaker A:It's really smart.
Speaker A:It's thinking ahead for how the future of search is going to continue to evolve.
Speaker A:And the second thing too, Chris, is that I think it's particularly important in categories like footwear and apparel, because what I think you'll be able to do 100% is 100%.
Speaker A:These are the categories that are the biggest offenders of ordering multiple sizes and shipping back.
Speaker A:Know three of them and only keeping one.
Speaker A:And I think that what this does for me is it, it gets your product back into rotation faster because you're leveraging Amazon's logistics platform instead of the Adidas logistics platform or the Nike logistics platform.
Speaker A:Like Amazon's fulfilling these orders, you get things back in rotation faster for categories, like I said, that are constantly being ordered in mass quantities and, and where, where customers just aren't keeping that product.
Speaker A:So I think that this is also a unique category set where this makes sense.
Speaker A:But what were you thinking of?
Speaker A:Because it's.
Speaker A:That's interesting with you too.
Speaker B:Well, yeah, no, I liked what you were saying.
Speaker B:I actually was thinking about it differently.
Speaker B:I was thinking, actually this is, it's a really smart play for Amazon in the fashion space in particular, because the fashion sites know how to get people, you know, they understand, like, how to position their product in the way that they want for their brand.
Speaker B:And so this is why I feel.
Speaker B:It feels like a nice marriage that or a nice marriage enabling tool that Amazon's come up with to enable the brands to still keep the design element and the cachet and the experience they want to have when people are on their sites.
Speaker B:And so that's, that's what I, that's where I was going about it.
Speaker B:Like, it feels very fit for fashion because Amazon, you know, Amazon, at the end of the day, you're just reordering your, your toilet paper and all that kind of stuff too.
Speaker B:And so we've talked about that before.
Speaker B:Like, they're the spirits for everybody.
Speaker B:And so they've never quite nailed fashion, you know, as a, as a platform.
Speaker B:And so I think this gives the, the ability of the digitally native brands to still do that the way they want to.
Speaker B:And so it makes a, it makes a nice marriage for, for everyone involved.
Speaker A:Yeah.
Speaker A:Yeah, that's a great point.
