adidas has launched the adidas Retail University (aRU), a comprehensive and multi-tier training programme aimed at developing a generation of retail professionals in India.
Based on a globally successful retail training program, aRU is a pan-India training initiative with the objective of training all front-end sales staff, thereby equipping them with adequate knowledge and skills to deliver a desirable shopping experience to consumers at adidas exclusive stores. adidas products are available in approximately 200 exclusive stores throughout India and in more than 70 cities.
Andreas Gellner, managing director, adidas India, said on the occasion, “Our ability to delight the thousands of consumers that visit adidas exclusive stores daily across India is becoming one of the biggest differentiators for the adidas brand. We have always been known for superior product quality and innovation – now we want our stores to be known for consistently providing the best shopping experience. I have no doubt that delighted customers are the key to adidas’ short- and long-term success and to continuous improvements in store profitability. With the adidas Retail University, the adidas brand is further demonstrating its ability and intention to lead the sporting and casual goods industry in India.”
As more and more international brands are entering the Indian market, Indian consumers have rising expectations when it comes to the shopping experience that brands provide. In the past, adidas has provided retail training to franchisees and store staff. With the aRU programme, several hundred staff at various locations in India will follow a structured training process covering topics such as customer service, selling skills, visual merchandising and shop management.
