{"id":8257,"date":"2019-02-14T09:57:23","date_gmt":"2019-02-14T14:57:23","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=8257"},"modified":"2020-05-21T12:34:03","modified_gmt":"2020-05-21T16:34:03","slug":"how-adidas-is-setting-the-pace-for-the-changing-retail-landscape","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/how-adidas-is-setting-the-pace-for-the-changing-retail-landscape","title":{"rendered":"How adidas is Setting the Pace for the Changing Retail Landscape"},"content":{"rendered":"

John Panighel is the <\/span>Senior Manager, Brand Media & Digital Activation<\/span> at adidas, a global leader and innovator in sports apparel, design, and marketing. He\u2019s also one of BrainStation\u2019s expert <\/span>Digital Marketing<\/span><\/a> instructors, helping <\/span>professionals gain relevant industry skills to excel in their careers. <\/span><\/p>\n

\"DigitalJohn has been focused on the digital side of things since the early days of his marketing career. \u201cI went to school at the Ted Rogers School of Retail Management at Ryerson University, where I graduated with a major in retail and a minor in eCommerce,\u201d says Panighel. \u201cI decided to minor in eCommerce because I recognized retail shifting to be more digital. It\u2019s one of the best decisions I have ever made.\u201d<\/span><\/p>\n

Now, in his role at adidas, John continues to focus on the digital experience, including how it can be improved with the help of data.<\/span><\/p>\n

The Changing Retail Landscape<\/b><\/p>\n

The retail landscape continues to evolve as brands rely more heavily on data to influence everything from digital experiences, to customer engagement, to brick and mortar processes.<\/span><\/p>\n

\u201c<\/span>The biggest shift I have seen in the retail landscape is around data and how you use it in store, in your marketing, and on your website,\u201d explains Panighel. \u201cConsumers want personalized experiences with brands, and they\u2019re willing to give you information in order to get them.\u201d<\/span><\/p>\n

Personalization is one of the primary ways that adidas uses media to enhance the customer experience. It\u2019s about setting their brand apart.<\/span><\/p>\n

\u201cConsumers are more connected online, and a big part of that time is spent on social networks. Brands are having to change their focus away from traditional media and tailor it to social channels,\u201d says Panighel. \u201cYou also have to develop social creative differently, it needs to be eye-catching, or scroll stopping.\u201d<\/span><\/p>\n

To create strategies that challenge norms, adidas recently shared their \u201cCreating the New\u201d strategic business plan, which focuses on increasing brand desirability in the five-year period from 2015 to 2020.<\/span><\/p>\n

\u201cWhile we are reaching the end of the \u201cCreating the New\u201d 2020 plan, the strategy is not going away \u2013\u00a0which is a good thing, because it\u2019s working,\u201d says Panighel. \u201cadidas is focused on the creator. The creator is not afraid to be different and stand out, which is a movement that adidas supports.\u201d<\/span><\/p>\n

Working for adidas<\/b><\/p>\n

Business strategies like this not only change the company\u2019s approach but also change how individuals within adidas think about problems. <\/span><\/p>\n

\u201cCreating the New is about thinking differently and challenging the way we do things. It has helped us overcome the \u201cwe\u2019ve always done it this way\u201d mentality,\u201d says Panighel. \u201cIt has allowed me to try new mediums and test new strategies, ultimately crafting the way adidas goes to market.\u201d<\/span><\/p>\n

To get a better understanding of what that looks like in practice, we asked John for insight into the day-to-day activities of his role. <\/span><\/p>\n

\u201cEvery day is different and I\u2019m always learning, which is why I love my job. In the morning I come into the office and review our daily sales and traffic. Then I try to connect with my counterparts in Europe due to the time zone difference,\u201d says Panighel. \u201cThe remainder of my day is comprised of different types of meetings, but I always have one hour blocked in my calendar to get things done. It\u2019s very helpful during a busy day.\u201d<\/span><\/p>\n

Life as a BrainStation Instructor<\/b><\/p>\n

After these often busy days, John brings his experience and knowledge into the classroom at BrainStation.<\/span><\/p>\n

\u201cMy favorite part of being a BrainStation instructor is getting to know the students. Every student I\u2019ve met is excited to be in the course and eager to learn,\u201d he says, adding that critical thinking is an important skill for both aspiring and practicing Digital Marketers.<\/span><\/p>\n

\u201cThe most valuable skills a Digital Marketer can develop is their ability to challenge the norm, to think outside the box, and to not be afraid of failure,\u201d says Panighel. \u201cIf you fail, fail fast and fail forward. Which means to learn from it, and better it next time.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

We spoke with John Panighel, one of our expert digital marketing Instructors, about the changing marketing landscape, his role as a Senior Manager at adidas, and more.<\/p>\n","protected":false},"author":7,"featured_media":8258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[330,343],"tags":[764,472,252,136],"yoast_head":"\nHow adidas is Setting the Pace for the Changing Retail Landscape | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"Want to know where the future of retail is headed? 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