How Adidas Running App Built an App Marketing Strategy to Strengthen Customer Retention

User acquisition costs are soaring, and retention rates are plummeting. For brands like Adidas Running App, keeping users engaged is just as critical as getting them through the door. The challenge? Ensuring that once users download the app, they stick around, stay engaged, and become loyal customers.

The key to achieving this? A data-driven, automated approach to app marketing. By leveraging personalized campaigns, real-time data insights, and cross-functional collaboration, Adidas Running App has crafted a strategy that drives both retention and long-term customer loyalty.

In this article, we’ll explore:

• The latest trends in app marketing and what they mean for retention
• How Adidas Running App tailors its strategy to user behavior
• The role of SAP Emarsys in driving personalized, automated engagement
• Key takeaways for brands looking to optimize their app marketing approach

Let’s dive in.

The app marketing landscape is evolving rapidly, and brands are facing new hurdles in user retention. With competition increasing and customer expectations rising, you need a data-driven approach if you want to stay ahead.

Here are some key trends shaping the industry:

• Rising Customer Acquisition Costs: The Cost Per Install (CPI) ranges from $1.75 to $5.00, depending on the app category and region. This means brands must focus on maximizing the lifetime value (LTV) of each user to justify acquisition expenses.
• Low Retention Rates: On average, only 25% of users return on Day 1, and by Day 30, retention drops to a mere 2.1%. Without a solid retention strategy, most apps lose the majority of their users within the first month.
• App Store Optimization (ASO) & social proof matter: Discoverability remains a challenge, with ASO, influencer marketing, and user referrals playing a key role in driving organic installs and engagement.
• The power of personalization: Brands that leverage AI-driven, personalized messaging see 20% higher engagement rates than those using generic outreach.

But what does this mean for marketers? 

The implications are clear – to compete effectively, brands must shift their focus from just acquiring users to actively engaging and retaining them. This requires:

• Data-driven insights: Understanding customer behavior through analytics.
• Personalized engagement: Delivering relevant, tailored content to each user.
• Cross-channel marketing: Reaching customers via push notifications, in-app messages, email, and more.
• Automation & AI: Scaling your omnichannel marketing efforts without losing the personal touch your customers crave.

In the next section, we’ll explore how Adidas Running App applies these strategies to keep users engaged for the long haul.

A well-crafted app marketing strategy goes beyond acquisition—it ensures users stay engaged, return frequently, and ultimately become brand advocates. Adidas Running App has successfully implemented key marketing tactics that can serve as a blueprint for other brands.

1. Personalization at scale

Today’s users expect experiences tailored just for them. Adidas Running App delivers by segmenting its audience based on fitness levels, workout preferences, and in-app behaviors. Instead of sending the same messages to everyone, they make sure each interaction is timely, relevant, and adds value.

• Behavior-based messaging keeps users engaged at just the right moments. If someone finishes a workout, they might get a push notification celebrating their progress and suggesting their next session. If they miss a few days, a motivational nudge helps them get back on track.
• Smart content recommendations ensure every user gets workouts, challenges, and training plans that match their goals. Beginners might be introduced to a “First 5K” plan, while experienced runners see marathon prep guides.
• Dynamic promotions reward engagement. Regular users might unlock exclusive content, while those at risk of dropping off get special offers to reignite their interest.

By making each interaction personal and relevant, Adidas Running App strengthens its connection with users, keeping them engaged for the long run.

2. Cross-functional collaboration for a seamless experience

User engagement isn’t the sole responsibility of the marketing team—it requires alignment across product, CRM, and customer support teams. Adidas Running App fosters internal collaboration to ensure every customer interaction is consistent, data-informed, and valuable.

• Unified messaging across channels: Whether users receive an email, a push notification, or an in-app message, the tone, branding, and messaging remain cohesive. This prevents mixed signals and creates a seamless brand experience, no matter how users engage with the app.
• Integrated data insights to refine performance: By connecting data across departments, the team can analyze user behavior and adjust strategies accordingly. For example, if users tend to drop off after completing a challenge, the CRM team might work with product developers to introduce a follow-up challenge that maintains engagement.
• Agile campaign adjustments based on real-time user feedback: Adidas Running App actively listens to its community, using surveys, in-app feedback, and social media monitoring to gauge satisfaction. If a new feature underperforms or a campaign doesn’t resonate as expected, the team can pivot quickly to optimize the user experience.

Cross-functional alignment ensures that Adidas Running App delivers an engaging, frictionless experience at every touchpoint, making it easier to retain users over time.

3. Leveraging marketing automation

Scaling personalized engagement can be a challenge, but Adidas Running App uses SAP Emarsys’ AI-driven automation to keep interactions meaningful, even at high volumes. Here’s how:

• Real-time campaign triggers: The app sends automated messages based on specific user actions. If a user logs a workout in the morning, they might receive an evening push notification encouraging them to stretch or recover properly. If they haven’t used the app in a week, they may get an email reminding them of their progress and nudging them to stay on track.
• Optimized cross-channel outreach: The app ensures that users receive messages at the right time and on the right channel. If a user consistently opens emails but ignores push notifications, future engagement efforts will prioritize email rather than intrusive notifications.
• Reduced manual workload: By automating engagement workflows, the Adidas Running App team can focus more on innovation and strategic initiatives rather than repetitive marketing tasks. AI-powered segmentation and campaign execution allow them to reach millions of users efficiently while maintaining a high level of personalization.
  

By implementing these strategies, Adidas Running App ensures that users stick with their app and build a lasting habit around it, finding continuous value in the experience it delivers. 

Adidas Running App provides a great example of how to adapt to shifting user behavior and expectations. During the COVID-19 pandemic, the app saw a 200% surge in new users as people turned to digital fitness solutions while gyms remained closed. But growth alone wasn’t enough—keeping those users engaged required a rapid shift in CRM strategy.

As a result, the Adidas Running CRM team focused on guiding users through their fitness journey, ensuring they receive relevant content and support at every stage. This approach involves:

• Segmenting users based on behavior: From beginners to experienced runners, each segment receives tailored content.
• Using real-time insights: By tracking how users interacted with the app, Adidas Running can adjust messaging and offers based on actual behavior, not guesswork.
• Cross-functional collaboration: CRM, product, and marketing teams work together to ensure every user touchpoint—from onboarding emails to in-app messages—felt seamless and connected.

By using SAP Emarsys’ automation and AI-driven engagement, Adidas Running scaled personalized campaigns that kept users motivated and coming back.

• Onboarding was streamlined. New users received customized content to help them get started quickly, building confidence and consistency from day one.
• Cross-channel engagement worked in sync. Push notifications, emails, and in-app messages reinforced key moments in the user journey, ensuring no opportunity to engage was missed.
• Personalized behavioral triggers kept users engaged. If someone logged their first run, they received an encouraging message with tips to improve. If their activity started dropping, a motivation email with progress insights gave them a nudge to stay on track.

By combining automation, personalization, and a deep understanding of user behavior, Adidas Running grew retention by building strong, lasting relationships with its users. 

As the digital landscape evolves, app marketers must stay ahead by leveraging AI, automation, and data-driven personalization. Adidas Running App’s success demonstrates how brands can drive retention by harnessing AI-powered insights, optimizing cross-channel communication, and fostering collaboration between teams.

For marketers looking to replicate this success, one thing is clear: investing in automation and AI-driven personalization is no longer optional—it’s essential.

SAP Emarsys empowers brands with the tools needed to create highly personalized, scalable engagement strategies that drive business outcomes. Ready to transform your app marketing? Explore SAP Emarsys today and unlock the future of customer engagement.