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Another way is through strategic partnerships with Nike. The company has expanded its connected membership program with DSG, JD Sports, Zalanado, and Topsports to provide consumers with a personalized shopping experience across multiple channels.
Through its digital efforts, Nike says it has been able to gather important consumer data that improves product creation, line planning and the overall experience. Retail partners have provided similar feedback, with enthusiastic members reporting improved traffic conversions.
“The ability to provide consumers with personalized experiences across channels, powered by data and insights, opens up a lot of opportunities for us,” said Donahue. “This allows us to empower consumers to make their own choices while maintaining the scalability and strength of digital his marketing, product creation, distribution, and more. It depends.”
Loyalty is a key focus, as repeat-buying members are more engaged, shop more and shop more often, according to Donohue. According to the company, his 50% of store demand comes from members, which also fueled holiday season shopping, driving more than 85% of his demand during Cyber Week.
International expansion
Nike has seen such success with the app that it is replicating and expanding its efforts in other markets, including China. Additionally, Nike used his Tmall to create China-specific membership journeys, resulting in a spike in new member recruitment and per-member demand. The company has also piloted Connected-His membership using member-linked transactions to 42 of his NSP stores across his 18 cities in China. This has led to increased conversions, member acquisition, and retention of high-value customers.
“And our team continues to drive Chinese capabilities for China, such as providing hyperlocal product design and localizing marketing content creation,” said Donohue. “Thanks to this focus, we are now serving Chinese consumers in a more agile, dynamic and personal way than ever before.”
Combined, these efforts help Nike avoid the risk of disintermediation, Donahue said. “With our app, website, and a consumer base that has direct access to our owned stores and our partners’ stores, we and our partners are in a position to control their own destinies.”
Ultimately, Nike will be able to understand consumers better, offer the right selection, partner with the right companies, and connect with them at the right touchpoints.
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