adidas: Innovative Approaches to Converting Trial to Sale
adidas is acknowledged as one of the most powerful brands today. While revenues from e-commerce continue to grow, the company is committed to a presence in the high street and malls where visitors can try on new apparel and shoes and live the brand. Brendan McMahon works closely with SmoothWeb, an award-winning digital business that provides a cloud-driven content delivery system across innovative hardware technologies for retail, high street and sales force and hospitality sectors. adidas have a strategy to invest in customer-friendly technologies that help the consumer decision-making process in the retail channels. Enter a store in Asia and you are likely to find attractive LED displays, touch screens, and even Run Labs which allow you to run a city of your choice in-store. These are supplied by Smoothweb as part of ongoing projects. The latest project will provide a magic mirror that reacts when a shoe is placed in front of it. The mirror then displays instantaneously relevant information about the shoe model and involves the customer. Brendan McMahon is part of the strategy team that has helped develop this technology for adidas retail.
Georgian Wine Valleys: Natural Goodness
Georgian wine is experiencing a boom as natural food lovers and the wine world is looking for fresh alternatives to the new and old world wines. With nearly 4,000 grape varieties in Georgia alone, the country is the mother of wine. Its relatively late development means the industry is still dominated by small batch production of natural wines in privately owned vineyards. While this may change as big investors come in, the market for niche natural wines is growing fast. China is exporting much of this wine. Georgian Wine Valleys and Brendan McMahon have developed an approach to wine branding to bring together the many vineyards and so they can be represented and rewarded appropriately.