adidas picks up RTIH bricks and mortar innovation award

adidas has emerged triumphant in the Bricks and Mortar Innovation category at the first ever RTIH Innovation Awards.

It recently opened the doors to its new Oxford Street flagship store. This includes over 100 digital touchpoints, all 100% powered by green energy. Shoppers can also use the Instagram Camera on their mobiles to unlock AR installations that bring to life stories behind the brand’s product innovations.

A big thank you to our 2019 judging panel for their help in picking our 2019 winners.

Hayley Meenan-Wilkin, Web Trading Management, Ocado.com

Christine Bardwell, Global Strategy Lead, Oracle

Martin Newman, Founder, The Customer First Group

Toby Pickard, Head of Insight - Innovation & Futures, IGD

Natalie Berg, Retail Analyst, Author & Founder, NBK Retail

Tiffany Lung, Retail Analyst

Nadine Neatrour, Independent Consultant

Judges’ comments on the adidas store included:

“adidas is doing something here that all brands should be doing – with any initiative, thinking first – what’s the impact on the environment? Is it sustainable? Helping customers to keep their trainers box fresh is wonderful and commendable, especially for a brand that relies on occasional repeat purchases. It’s a good way to get customers back and browsing in the store.”

“This is a great example of customer-led store innovation. Not gimmicky but on brand and with customer benefit. Real experience planning using technology to deliver customer value.”

“The overall concept of the store and the technology used elevated and improved the customer journey, fostered creativity with its interactive community-building initiatives - just as it should be, mirroring its brand ethos.”

Stay tuned for further RTIH Innovation Awards winner profiles, to be published over the next couple of weeks.