adidas and iProspect explore an innovative approach for measuring mobile’s impact on in-store conversions | MMA Global

adidas and iProspect explore an innovative approach for measuring mobile’s impact on in-store conversions

December 11, 2012
Goals
  • Drive sales to adidas brick and mortar stores
  • Assign a value for mobile to in-store conversions
  • Prove that mobile brings incremental value to the business 

Approach 
  • Leveraged location extensions formats 
  • Developed an innovative value-assignment 
  • model for Mobile to in-store conversions

Results
  • Determined a four percent conversion rate for mobile to in-store purchase
  • Conversion rate from mobile store locator to store is 20%
  • Proved that mobile ROI is positive $1.81:1