Reebok India
01

Audit Overview

Your store's untapped revenue potential — and how to unlock it

Why We Created This Audit

We analyzed reebok.abfrl.in the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Fashion stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.

2 Critical
5 Important
3 Opportunities

What We Analyzed

  • UX & Conversion Design10 findings
  • Performance & Speedvs 4 competitors
  • Technology & App StackPlatform + 11 apps
  • Industry BenchmarksFashion

Pages Analyzed

  • Homepage3 findings
  • Collection Pages2 findings
  • Product Pages (PDP)2 findings
  • Cart & Checkout3 findings
Growisto This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
02

Performance & Technology

Speed benchmarks, Core Web Vitals, and technology assessment for Reebok India

40

Mobile PageSpeed Score

Reebok India scores 40/100 on mobile (Lighthouse lab) — ahead of adidas (24) and PUMA (31), behind Nike (64). LCP (5.8s) and Speed Index (9.6s) are the main mobile drags; TBT and CLS are relative strengths. Mobile is the priority across the whole category.

Competitive Comparison

Benchmarked against 4 leading Fashion stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Reebok India (Client)40625.8s0.09323ms
adidas India246116.3s0.091,373ms
PUMA India315914.3s0.002,422ms
Nike India646311.3s0.00123ms
Good
Needs Improvement
Poor

⚠ Note: adidas India, PUMA India score lower than Reebok India on mobile PageSpeed. This reflects the Fashion category average — even established brands in this space struggle with mobile performance. The opportunity is to leapfrog the category, not just match it.

⚡ A 1-second delay in mobile load time can reduce conversions by up to 7%. For every 100ms improvement in LCP, conversion rates increase by ~0.4%. Source: Google/Deloitte, 2024

Core Web Vitals — Google's UX Quality Signals

Sites failing Core Web Vitals may rank lower in Google mobile search results

⚠ 3 of 5 Core Web Vitals passed
LCP How fast content appears
5.8s
Target: ≤ 2.5s
Fail (lab) · 2.0s field
FCP First visual response
1.2s
Target: ≤ 1.8s
Pass
TBT Main thread blocking
323ms
Target: ≤ 200ms
Needs Improvement
CLS Visual stability
0.09
Target: ≤ 0.1
Pass
INP Tap/click responsiveness
195 ms
Target: ≤ 200ms
Pass

What This Means for Revenue

On the Lighthouse lab mobile performance score, Reebok India lands at 40/100 — in the 'poor' band, but comfortably ahead of adidas India (24) and PUMA India (31), and behind category leader Nike India (64). The whole segment struggles on mobile: every competitor fails the Largest Contentful Paint threshold, with adidas (16.3s) and PUMA (14.3s) far worse than Reebok's 5.8s, and even Nike at 11.3s. Reebok's main mobile weaknesses are LCP (5.8s vs the 2.5s target) and a heavy Speed Index (9.6s), driven by render-blocking work and a slow largest element; Total Blocking Time (323ms) is moderate and layout stability is good (CLS 0.09). Nike's category-leading 64 comes almost entirely from excellent interactivity (TBT 123ms) and zero layout shift — a useful template: shaving TBT and holding CLS near zero while attacking LCP would move Reebok's score materially. On desktop the gap narrows sharply — Reebok (62) edges adidas (61) and PUMA (59) and nearly matches Nike (63) — confirming the problem is overwhelmingly mobile. Field data (CrUX) tells a rosier real-user story than the lab (origin LCP 2.0s 'good', INP 195ms 'good'), but CLS (0.15) and TTFB (930ms) need improvement; the lab score remains the correct headline for optimisation planning.

Technology Stack

✓ 4 of 6 technology areas are well-configured — a modern headless platform with strong media delivery and analytics; checkout login-gating and a missing cookie-consent layer are the areas to address.
Modern Headless Platform

Platform

Custom Next.js headless storefront (ABFRL 'Superapp' commerce stack)

Reebok India runs on Aditya Birla Fashion & Retail's in-house 'Superapp' commerce platform — a custom React/Next.js headless storefront shared across ABFRL brands (Allen Solly, Van Heusen, Peter England, American Eagle, etc.). Not Shopify, Magento or WooCommerce. Server-rendered category (/c/{slug}) and product (/p/{slug}-{id}.html) routes with client-side hydration; product media served from a dedicated image CDN.

Custom Build

Theme

Custom Next.js (ABFRL Superapp design system)

  • Type: Custom headless build (shared ABFRL multi-brand front end)
  • React/Next.js SPA with SSR category/PDP routes and client-side hydration; shared component library themed per ABFRL brand.
  • Rich PDP componentry — image gallery, 'Find My Fit' size tool, How-It-Fits bar, size chart, sticky add-to-bag, cross-sell rails.
Login-Gated

Checkout & Payments

Native ABFRL checkout (login/OTP gated) via Not exposed pre-login (ABFRL native payment stack)

  • Guest checkout: not offered up front — a mobile-number/OTP (or Google) login is pushed on homepage load and is required to apply coupons and to see delivery availability.
  • Express checkout: no one-click / accelerated wallet options (Shop Pay / GPay / UPI-intent) surfaced in the cart; a single 'Check Out' button proceeds to the native flow.
  • Standard Indian methods expected at checkout: UPI, credit/debit cards, net banking, wallets, and COD (payment gateway loads inside the login-gated checkout, not observable anonymously).

Technology Assessment

Reebok India is built on ABFRL's custom Next.js 'Superapp' headless commerce platform — a modern, well-engineered stack shared across Aditya Birla's fashion brands, with SSR category/PDP routes, a dedicated image CDN (imagescdn.reebok.in), and a comprehensive analytics/marketing suite (GTM, Adobe, Clarity, CrazyEgg, CleverTap, Meta, Snapchat, Bing UET, Trackier, Google Ads). The PDP is feature-rich (gallery, Find-My-Fit, size chart, sticky ATC, cross-sell). The main platform-level opportunities are conversion-oriented rather than structural: an aggressive login-gating pattern woven through checkout, delivery checks and coupons, no express-checkout/BNPL options, and no cookie-consent layer despite a large third-party tag footprint.

03

UX & Conversion Findings

Page-by-page analysis with visual comparisons against top Fashion stores

Drop the forced login/OTP wall on homepage load to protect entry-point conversion — mobile users hit a full-screen sign-in modal within 1 second of landing
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Homepage
Proposed Implementation — Reebok India Homepage
Observations
  • On a fresh mobile session the homepage opens a full-screen 'LOG IN / SIGN UP' modal (mobile-number + OTP form and 'Continue with Google') that dims and blocks the hero and all product content until it is manually closed.
  • The modal fires immediately on load — not on exit-intent or after browsing — so first-time visitors must dismiss a sign-in prompt before they can see a single product.
  • Leading global sports competitors let shoppers browse the full homepage on entry and defer sign-in until wishlist/checkout, reducing bounce at the top of the funnel.
Recommendations
  • Remove the on-load login modal; trigger sign-in only at value moments (wishlist save, checkout, order tracking) or as a dismissible, non-blocking banner.
  • If a first-visit prompt is retained, delay it (e.g. after 2–3 interactions or exit-intent) and pair it with a concrete incentive (first-order discount) rather than a blocking OTP form.
Standard -- 10/10 leading stores allow homepage browsing without a forced login
Add quick-add-to-bag on homepage product tiles so shoppers can add in 1 tap instead of opening each of the 40+ carousel products individually
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • Product tiles in the 'Shop for Every Movement' homepage carousels show image, category, title, price and a single colour name plus a wishlist heart — but no add-to-bag or quick-add control.
  • Every add-to-bag therefore requires tapping into the full PDP and selecting a size, adding friction to the fastest path from an interested browser to a bag addition.
  • Quick-add on product cards is a growing pattern that shortens the add-to-bag path, especially valuable on mobile where PDP round-trips are costly.
Recommendations
  • Add a quick-add affordance on homepage product cards that opens an inline size picker and adds to bag without a full PDP load.
  • Keep the wishlist heart alongside quick-add so shoppers can either save or buy directly from the tile.
Growing -- ~5/10 fashion stores offer quick-add on product cards
Surface a 'find your nearest store' section on the homepage — Reebok's store locator exists but is reachable only via a footer link, so shoppers miss the omnichannel option to browse in-store or collect nearby
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Homepage
Proposed Implementation — Reebok India Homepage
Observations
  • Reebok has a full store locator at /storelocator (address/city search, map, and 'show you the nearest store'), but it is reachable only via a small link in the footer — it is not surfaced anywhere in the homepage's main content, so most shoppers never discover it.
  • There is no buy-online-pickup-in-store (BOPIS) / reserve-and-collect option, so a shopper can't reserve stock or collect an online order from a nearby store.
  • For a brand with a large offline retail footprint, homepage store discovery + BOPIS is an omnichannel conversion lever — it lets undecided online shoppers browse the fuller range in person or collect the same day. Store discovery is surfaced on roughly 6/10 benchmarked stores.
Recommendations
  • Add a prominent homepage 'Find a store near you' section (pincode/geo lookup → nearest stores with map), instead of leaving the locator only in the footer.
  • Introduce reserve-and-collect / BOPIS so shoppers can reserve stock or pick up online orders at a nearby store.
Growing — ~6/10 benchmarked stores surface store discovery; omnichannel (locator + BOPIS) suits Reebok's large offline footprint
Surface star ratings + review counts on collection cards — Reebok tiles show only image, name and price, so shoppers get no social proof while browsing
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • Every product tile on Reebok collection pages shows image, product name and price only — there is no star rating or review count on the card, so browsing shoppers get zero social proof before clicking into a PDP.
  • Because the PDPs themselves carry few or no written reviews, the collection grid is the last place a rating could reassure a first-time buyer — and it is absent across all 96 tiles on a bestsellers page.
  • Decathlon India, shown here, renders a star rating and review count (e.g. 16.4k, 9.0k) directly on each collection tile, letting shoppers gauge popularity at the browse stage.
Recommendations
  • Show an aggregate star rating + review count on each collection card once review volume is built (start with hero and bestseller styles).
  • Pair the rating with a lightweight badge for high-review products (e.g. "Bestseller", "4.5 stars, 2k reviews") to guide browse-stage discovery.
Differentiator — few India stores show ratings on collection cards (Decathlon does); an early browse-stage social-proof advantage
Add quick-add / quick-view to collection cards — every Reebok tile forces a full PDP visit to add an item, adding friction to multi-item browse sessions
Reebok India — Mobile
Reebok India — Mobile
Decathlon India — Mobile
Decathlon India — Mobile
Observations
  • Reebok collection cards support only a wishlist heart and a tap-through to the PDP — there is no quick-add-to-bag or quick-view control on the tile itself.
  • For footwear and apparel shoppers comparing several styles, every add-to-bag requires opening a PDP, selecting size, and navigating back — friction that compounds across a browse session.
  • Decathlon India, shown here, places an "Add to cart" button directly on each collection tile, letting shoppers add from the grid without leaving the listing.
Recommendations
  • Add a quick-add control (a bottom-sheet size picker) or a quick-view modal to collection cards so shoppers can add or preview without a full PDP visit.
  • On mobile, a single "+ Add" that opens a size bottom-sheet keeps the grid context and shortens the path to cart.
Growing — about 5/10 leading stores offer quick-add or quick-view on collection cards
Add written reviews and photo/video UGC on the PDP — the page shows a 3.8 rating from 18 ratings but 0 actual reviews and no customer photos
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India PDP
Proposed Implementation — Reebok India PDP
Observations
  • The PDP's 'Ratings & Reviews' section shows an aggregate '3.8 (18 RATINGS) | 0 REVIEWS' and a How-It-Fits bar, then displays 'No Reviews Found' — there is no written review content at all.
  • There are no customer-uploaded photos or videos, so shoppers get a numeric score with zero qualitative detail on fit, quality or true-to-size feedback.
  • For fashion, customer reviews with photos and fit feedback are a standard trust and fit-confidence driver — roughly 7/10 benchmarked stores show customer reviews (many with photos) on the PDP. The proposed layout (right) backs the aggregate score with written reviews, star ratings, a fit indicator and customer photos.
Recommendations
  • Actively collect and display written reviews with a fit/true-to-size tag below the aggregate score, so the existing 3.8 rating is backed by qualitative detail.
  • Prompt post-purchase review requests (email/SMS) to convert the 18 ratings-only entries into richer written reviews, and enable customer photo/video uploads as a next step to add visual UGC.
Standard — ~7/10 stores show customer reviews (many with photos) on the PDP
Add trust signals in the add-to-cart zone — Reebok's ATC area shows Buy Now, Add to Bag and coupons but no secure-payment, authenticity or returns reassurance at the decision point
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India PDP
Proposed Implementation — Reebok India PDP
Observations
  • Within the add-to-cart decision zone (price then Buy Now / Add to Bag / coupons), Reebok shows no reassurance cues: no secure-payment badge, no "100% genuine / authentic" guarantee, and no easy-returns or payment-method icons.
  • Returns (15-day) and free-shipping messaging do exist, but they sit lower down the page — outside the moment the shopper decides to add to bag, where a first-time buyer's authenticity and trust anxiety peaks.
  • For a global brand that is frequently counterfeited, near-ATC reassurance (secure payment, genuine-product guarantee, easy returns/exchange icons) directly reduces add-to-cart hesitation.
Recommendations
  • Add a compact 3-4 icon trust strip immediately below the Add-to-Bag button: 100% Genuine, Secure Payment, 15-Day Easy Returns, COD available.
  • Surface accepted payment methods (UPI / Visa / Mastercard / RuPay) near the CTA so payment confidence is established before checkout.
Growing — about 5/10 stores show trust badges on the PDP near the add-to-cart CTA
Add accepted-payment icons (UPI, Visa, RuPay, COD) near the cart's Check Out button — 0 payment-network cues sit beside the CTA today
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Cart
Proposed Implementation — Reebok India Cart
Observations
  • The cart shows a trust strip near checkout (Secure Checkout, Easy returns & exchanges, Free shipping) — good reassurance — but no accepted-payment-method icons (UPI, Visa/Mastercard, RuPay, COD).
  • In an India, mobile-first context, visible payment-network cues (especially UPI and COD) are a recognised confidence signal that the shopper's preferred method is supported before they commit to checkout.
  • Payment/security icons near the checkout CTA are standard on roughly 8/10 benchmarked stores.
Recommendations
  • Add a compact row of accepted-payment icons (UPI, major cards, RuPay, COD availability) directly beside or below the Check Out button.
  • Pair the icons with a short 'COD available' line, since COD availability is a strong conversion cue in India.
Standard -- 8/10 stores show payment/security icons near checkout
Let guests apply coupons in the cart without login — the field currently reads 'LOGIN TO APPLY COUPON', gating 100% of offers behind sign-in
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Cart
Proposed Implementation — Reebok India Cart
Observations
  • In the cart (tested with an item in the bag) the coupon mechanism renders as 'LOGIN TO APPLY COUPON' — a guest cannot enter or apply a promo code without first signing in.
  • This is the third login gate in the funnel (homepage modal, PDP delivery check, cart coupon), compounding sign-in friction right at the point where a discount would nudge conversion.
  • Most stores let shoppers enter a coupon as a guest and only require login/account at final payment, keeping the offer accessible during the decision moment.
Recommendations
  • Allow guests to enter and validate a coupon code in the cart, deferring account/login to the payment step.
  • Keep the coupon entry collapsed behind a 'Have a coupon?' link so it does not invite off-site code hunting, but make it usable without login.
Standard -- 9/10 stores allow coupon entry without a login
Enable guest checkout and express one-tap payment — Reebok forces OTP login before checkout and offers no express (UPI-intent / Google Pay) path, adding friction at the highest-drop-off step
Reebok India — Mobile
Reebok India — Mobile
Proposed Implementation — Reebok India Cart
Proposed Implementation — Reebok India Cart
Observations
  • Reaching checkout requires an OTP login / account — there is no 'continue as guest' option (coupons are gated behind login too), so a first-time shopper must hand over their mobile number and verify before they can pay.
  • The cart offers only a single standard CHECKOUT button — there is no express one-tap method (UPI-intent, Google Pay, or a Shop Pay-style fast path) for returning shoppers.
  • Forced account creation and the absence of express checkout are two of the largest, best-documented sources of checkout abandonment, especially for first-time mobile buyers.
Recommendations
  • Offer guest checkout and defer account creation to AFTER purchase (a post-order 'create an account to track your order' prompt), so first-time buyers aren't blocked at the CTA.
  • Add an express one-tap payment option (UPI-intent / Google Pay) beside the standard checkout to shorten the path for returning shoppers.
Guest checkout is an expected baseline; express one-tap checkout is a growing differentiator that cuts drop-off
04

Technology Ecosystem

Technology stack assessment — installed tools vs recommended additions for Custom Next.js headless storefront (ABFRL 'Superapp' commerce stack) stores

11 Apps
Detected
5 Critical Categories
Missing
As an enterprise ABFRL brand, Reebok India already runs a broad analytics and ad-attribution stack (10+ tools). The capability gaps are conversion- and retention-oriented — richer social proof, financing/express payment options, loyalty, and a consent layer — rather than foundational.

Present (11)

✓
CleverTap
Engagement / CRM & Push
Customer engagement, segmentation and push/messaging (WZRK cookies detected).
✓
✓
Adobe Experience Cloud (DTM / Launch)
Tag Management & Analytics
Enterprise tag management and analytics layer.
✓
✓
Google Tag Manager
Tag Management
Primary tag container.
✓
✓
Microsoft Clarity
Heatmaps & Session Replay
Free behavioural analytics.
✓
✓
CrazyEgg
Heatmaps & Session Replay
Second heatmap/session tool alongside Clarity — likely redundant; consolidate to one.
⚠
✓
Meta Pixel
Ad Attribution
Facebook/Instagram conversion tracking.
✓
✓
Snapchat Pixel
Ad Attribution
Snapchat conversion tracking.
✓
✓
Bing UET
Ad Attribution
Microsoft Ads tracking.
✓
✓
Trackier
Affiliate / Partner Attribution
Performance-marketing attribution.
✓
✓
Google Ads
Ad Attribution
Google Ads conversion tracking.
✓
✓
Native Ratings (ABFRL Superapp)
Reviews & Social Proof
Built-in ratings + How-It-Fits bar, but shows aggregate score only ('0 REVIEWS' / 'No Reviews Found') — no written reviews or photo/video UGC.
⚠

Missing (5)

✗
Reviews & UGC platform (Yotpo / Okendo / Bazaarvoice) Critical
Reviews & Social Proof
📈 Fit confidence & CVR uplift 5-15%
7/10 benchmarked fashion stores show customer reviews with photos on the PDP
✗
BNPL / EMI (Snapmint / ZestMoney / Simpl) Recommended
Payments & Financing
📈 AOV & CVR uplift on ₹5k+ items
5/10 fashion stores surface BNPL / EMI messaging on the PDP
✗
Express / accelerated checkout (Razorpay Magic / one-click UPI) Recommended
Checkout Optimization
📈 Checkout completion uplift 10-20%
Accelerated UPI/one-click checkout is a fast-growing India conversion lever
✗
Loyalty / Rewards program Recommended
Retention & Loyalty
🔄 Repeat-rate uplift 15-25%
4/10 benchmarked fashion stores run a loyalty / rewards program
✗
Consent Management Platform (OneTrust / CookieYes) Recommended
Privacy & Compliance
✨ Privacy compliance for 10+ marketing tags
Standard for enterprise brands running large third-party tag stacks

App Stack Assessment

Reebok India's tooling is analytics- and acquisition-heavy: GTM + Adobe for tag management, Clarity and CrazyEgg for behavioural analytics (redundant — consolidate), CleverTap for engagement, and a full ad-attribution suite (Meta, Snapchat, Bing, Google, Trackier). The clearest gaps are on the conversion/retention side: a true reviews-and-UGC platform (today only aggregate ratings show, with 'No Reviews Found'), BNPL/EMI and express checkout, a loyalty program, and a cookie-consent layer to govern the large marketing-tag footprint.

Growisto

Confidential — Prepared for Reebok India by Growisto | July 2026

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