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Nike highlights the value of omnichannel shoppers and emotive experiences in driving growth

ConsumerGeniuses

ConsumerGeniuses

According to Daniel Heaf, Vice President of Nike Direct, omnichannel shoppers are “at least twice” as valuable as online-only shoppers for Nike. The retailer’s digital business has more than doubled in the past two years, driven in part by the pandemic, but sustained growth has been achieved by focusing on specific areas such as women’s fitness and apparel, Jordan brand apparel, and running. Nike aims to create emotive experiences for customers by integrating digital and physical channels, including tech-heavy store concepts like Nike Live and House of Innovation. Additionally, Nike has collaborated with wholesale partners like Dick’s Sporting Goods, connecting loyalty programs and offering joint benefits to customers. The retailer is committed to serving every athlete by embracing both direct and wholesale business models. However, Nike acknowledges the need to improve the online sneaker experience and combat issues like bots and bad actors.

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