![]() If companies don't have an integrated and well-thought-out strategy for how to keep those people, it's going to make the value of every ad dollar they spend less." The mobile pivotĪs the pandemic led to lockdowns on nonessential businesses like clothing retailers last year, Nike was forced to switch gears quickly to emphasize its digital sales channels. "There's a lot of 'stress-shopping' going on during COVID, and that's leading to lower retention rates. "Companies have an 82% lower retention rate than before the pandemic," he said. Live streaming is the way to engage consumers, and what we know is: more engaged consumers buy more."īraze's Hay agrees that engagement is a priority, though it has become more difficult as consumers spend more time "window-shopping" on their smartphones. "How do we engage them? Engage them through engaging whether it's Nike Running Club, Nike Training Club, SNKRS app. "The backbone is membership…having a direct connection with consumers, and we are growing our membership," Donahoe said on the earnings call. Nike Run Club lets people share their achievements with a community of like-minded people and receive encouragement, while Nike Training Club offers digital badges and other rewards for following workout routine or regularly logging in. Its suite of apps represents a key source of gathering first-party data about consumers, bringing them into the top of the purchase funnel and urging them to check in regularly with gamified experiences. Vice president of customer and partner marketing, Braze A Nike Training Club app has hundreds of video workouts and tips on nutrition and wellness, illustrating how content can reinforce the idea that Nike is a dependable source of inspiration in setting fitness goals and achieving them. The Nike Run Club app has guided runs with a pre-recorded coach to encourage and advise, along with practical tools like a GPS tracker to measure distance. Separate from its dedicated shopping apps, Nike's exercise apps also feature mini shopping sections to reach people when they're thinking about workouts and necessary gear. "People aren't walking through stores and browsing and perusing anymore."Īgency AKQA, which has worked with Nike on ad creative, pop-up stores and the Nike Training Club app, declined to comment for this story. "All of that brand equity out there for all these traditional big retailers has become devalued quite a bit just because there's not as much foot traffic," said Will Crocker Hay, vice president of customer and partner marketing at Braze, a provider of customer engagement software. With fewer people visiting stores, pursuing compelling in-store efforts have become secondary to online sales channels such as Nike's website and apps. Those digital-based experiences complement or even temporarily replace the in-store experience that had been a key part of Nike's brand evolution before the health crisis. The app gives users a way to participate in drawings for limited-edition sneaker drops and share in a community of Nike fans, among other interactive features to support engagement. The company's Nike SNKRS app is more specialized in providing a hub for "sneakerheads" and ardent brand enthusiasts. Users can gain early access to product drops and chat with Nike specialists for style advice. 12 by downloads in Apple's App Store shopping category, provides a mix of content and personalized commerce. The company's portfolio of apps underscores that philosophy of accessibility for customers, helping Nike to gather data on fans' purchasing habits, personal information and exercise routines that can inform future marketing initiatives. "Consumers want to get what they want, when they want it, how they want it." "Digital is the 'new normal' in consumer behavior, and we believe the trends that we're seeing are here to stay," John Donahoe, president and CEO of Nike, said in a December earnings call. ![]() ![]() Digital sales will make up about half of total revenue in the near future, the company forecasts. While Nike didn't provide exact figures, it reported a 9% gain in total revenue to $11.2 billion. 30, according to its earnings report last month. On the strength of its websites and mobile apps, the company's digital revenue jumped 84% in the quarter ended Nov.
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