CASE$2.$ CRM Helps Adidas Know Its Customers One Shoe Buyer at a Time Adidas is a leading global maker of athletic shoes, clothing, and accessories, selling $1\mathrm{.}2$ million pairs of shoes each day. The company is headquartered in Herzogenaurach, Germany, has over $57,000$ employees worldwide, and produced net sales of $23\mathrm{.}6$ billion Euros $($U$.$S$.$ $$27$ billion$)$ in $2019.$ It is the second largest sportswear manufacturer in the world after Nike. Adidas is also a leader in digital and online marketing. The company$$s most important store is no longer a physical store$$it$$s a website. The Adidas website is a key channel for offering connected and personalized customer experiences that help differentiate Adidas from competitors and lead to increased sales. E$-$commerce is Adidas$$s most profitable point$-$of$-$sale channel, with online sales reaching $5\mathrm{.}509$ billion Euros $($U$.$S$.$ $$6\mathrm{.}180$ billion$)$ in $2019.$ Adidas does not compete on price but on the quality of its brand and the customer experience. The transition from brick$-$and$-$mortar to digital as the preferred shopping medium has shaped the way the company keeps up with changing customer preferences. Customers are clearly at the center of Adidas$$s business, and their experience with other online retailers such as Amazon has made them want a relationship with Adidas that is more personal. To serve customers better and manage all of its relationships with them, Adidas turned to Salesforce. com, which features cloud$-$based tools for customer relationship management $($CRM$)$ and application development. Salesforce.com helps Adidas identify key customer segments, develop closer ties to customers, and design differentiated experiences tailored to each customer$$s needs. Salesforce CRM tools make it possible for Adidas to have a single view of each customer across all the various channels through which that person interacts with the company. Salesforce Marketing Cloud is a CRM platform that allows marketers to create and manage marketing relationships and campaigns with customers. The Marketing Cloud incorporates integrated solutions for customer journey management, email, mobile, social media, web personalization, advertising, content creation, content management, and data analysis. Every imaginable customer interaction and engagement is covered. The software includes predictive analytics to help make decisions such as$,$ for example, what channel would be preferable for a given message. A component called Journey Builder helps marketers tailor campaigns to customers$$ behavior and needs, demographics, and communication channel preferences. The Marketing Cloud is connected to Salesforce. com$$s Sales Cloud and Service Cloud to provide a unified experience and prevent customers from being contacted separately by representatives from sales, marketing, and service groups. Service Cloud is a platform for customer service and support. Companies using Service Cloud can automate service processes, streamline workflows, and locate key articles, topics, and experts with information to help the company$$s $1,100$ customer service agents. Service Cloud can $$listen$$ and respond to customers across a variety of social platforms and automatically route cases to the appropriate agent. Service for Apps makes it possible to embed customer support software into mobile applications,