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Bringing the Brand to Life with Jonathan Muir, Global Director of Retail Activation at adidas
On today’s episode, Jonathan walks us through their Berlin flagship location, makes a case for app integration being retailers’ number one priority, and reveals why he thinks sneakers create such an emotional bond with customers.
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ABOUT THE GUEST
Jonathan Muir is the Global Director of Retail Activation for adidas in Germany. Retail activation brings to life all brand & cultural key moments across the adidas Global Flagship retail fleet, using a blend of digital focused experiences that go beyond the traditional retail experience. By creating and activating immersive & shareable experiences, retail transcends its original purpose and becomes a powerful acquisition channel for the engaged consumer
This episode features an interview with Jonathan Muir, Global Director of Retail Activation at adidas. Since joining the iconic sportswear company in September, Jonathan has helped to take adidas’s brand campaigns and bring them to life in stores.
On today’s episode, Jonathan walks us through their Berlin flagship location, makes a case for app integration being retailers’ number one priority, and reveals why he thinks sneakers create such an emotional bond with customers.
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“I would love to get to the point one day where we’re not really just looking at conversion as a purchase at the cash desk. It’s more about did that person join your platform or not?” -Jonathan Muir
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Show Notes
- (1:27) Tony’s takeaways on the conversation
- (2:29) Jonathan’s journey across the globe
- (6:07) Making brand campaigns come to life in retail environments
- (7:36) A walk through adidas’s Berlin flagship store
- (11:14) Driving the experiential with “Green Lab”
- (12:50) A paradigm shift in the shopping experience
- (15:09) How adidas is using the digital to power the physical
- (17:18) Making app integration a focal point
- (20:06) How to build a value-added experience that benefits consumers
- (23:12) Jonathan’s key to driving acceptance and adoption
- (25:50) The emotional connection of sneakers
- (27:59) Lightning round
- (32:43) Jonathan’s elevator pitch on retail activation
Sponsor
This podcast is presented by Dell Technologies and Intel. Together they help you realize digital transformation across retail by driving IT innovation to better engage with today’s connected consumer. Learn more at DellTechnologies.com/retail and Intel.com/retail.
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