Reebok’s Digital Strategy Change

Marketing Dive published an article based on an interview they did with Matt Blonder, Reebok’s global head of digital, talking about a major digital facelift and loyalty program revamp he spearheaded over the past year.  In the article, Blonder cites numerous issues with the previous strategy and calls their website an embarrassment.  One of the issues was the fact that their website essentially hadn’t been touched in years.  Another was what he called a “hyper masculine” design.  Blonder said the new strategy includes a major overhaul of the site to make it faster than the previous site, include user generated content, and will incorporate a personalized e-commerce experience.  They’re also launching a new loyalty program and hope the data from that program can feed into their personalized e-commerce engine.  The article talks about how Reebok’s previous decisions had unintentionally excluded women and led to defection to competitors Nike and Lululemon.