Omnichannel retail: defining the impossible with adidas Philippines

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After finishing the third quarter with its best sales numbers of the year, the good news keeps rolling in for adidas. According to numerous reports coming out of Germany, the sportswear giant’s 2015 e-commerce sales of €600 million eclipsed its original projection of €500 million by an additional €100 million. It’s the pinnacle of an omnichannel success story, the successful convergence of traditional brick-and-mortar retail with e-commerce.
The adidas “Impossible is Nothing” slogan is taken from the following quote by Muhammad Ali: “Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it.” Taken into a retailing context, it’s also a big word thrown around by certain retailers who find it easier to live in the world that they had inherited rather than embrace the limitless boundaries of e-commerce integration.
Showcasing this commitment omnichannel excellence, we are delighted to be joined by E-Commerce Country Manager of Adidas Philippines, Marx Caberara who will presenting  an insightful case study on what he has in ‘store’ for retailing in the Philippines. We caught up with him prior to the the start of the Retail World show to get his insights.
Hi Marx, could you share something about yourself with our readers?

Marx Carbera

[Cabrera, Marx] In my own little ways, I evangelise about digital and eCommerce. As a person who belongs to the first generation who experienced the Internet, I’m a firm believer of everything digital. Hopefully sooner, I can evangelise officially. In his free time, he would read about technological innovations, consumer behaviour, listening to key notes of the key industry people like Mark Zuckerberg, Jack Ma, Marissa Mayer, Bill Gates, etc. to keep in himself in the loop of what’s happening within the industry. I also play sports, quite recently into Ultimate Frisbee, and alternative training activities like HIIT (High Intensity Interval Training), Circuit Training, and Calisthenics. I’m also into music, from listening to various genres to even DJing as a hobby.

Who is your personal or industry hero and why?

Of the many people out there, Bill Gates stands out as industry and even a personal hero. From his humble beginnings, to his failures, getting back up in establishing one of the most successful and sustained tech giants in the world, to his philosophies and principles in life, he is a person worth emulating.

What are your thoughts on integrating e-Commerce with existing retail models?

I advocate this not because I am in ecommerce but I am saying this from a consumer’s point-of-view. Everyone’s gone digital and with the advent of the new generation’s behaviour on shopping, their omnichannel approach/journey to purchase calls for a need of this integration – it has become a must-have rather than a nice-to-have.

What advice would you give to a traditional brick and mortar retailer looking to integrate their business models with e-commerce?

1) Don’t be afraid – embrace this change. A traditional brick-and-mortar mentality would think this will eat up the offline consumer-share. It might be true to some point, however, another truth  I know is that it actually opens up a new breed of shoppers who may not have access to your offline shops, or those who dread crowded places and want to shop in the comfort of their homes, or those who just don’t have the time to visit the mall.

2) Choose the right partner. This initiative has some real cost entailed to it. It depends on the strategy if you will do this in-house or commission a partner and their expertise.

3) Consumer Experience is King – put it on a pedestal as it is  the key principle they should keep in mind and work around on.   

Could you give our readers a quick teaser on what you will be speaking at the show?

I will be sharing my views and some tips on how to start servicing your omnichannel consumers through the intergration of online and offline channels, plus some success points achieved in just a few years of operating, and challenges we still face.


With days to go before the show, limited seats are still available for Retail World Philippines, find out more how you can join Marx and other senior retail disruptiors such as Primer Group and L’Oreal  at this exclusive 2 day event from the 6th to 7th September at the SMX Convention Centre. Click HERE to find out more.

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