With 300 million members enrolled in their insanely popular NikePlus program (side note: they were one of the very first to roll out the 'plus' addition to their name), Nike continues to find ways to personalize content to keep the customer coming back for more. Not only are they using specific purchasing behavior to tailor promotions to increase loyalty but they have now enlisted superstar power to tailor content. One such example is their partnership with Megan Thee Stallion in which connected users who listened to the content created through the collab to apparel that featured her. The brand keeps finding ways to connect other aspects of their customers lives (music and fashion) to the things it does best (content and workouts).
In another move that leverages their digital success, Nike has gone brick and mortar to grow customer engagement. With the opening of their Nike Live store in Williamsburg, Nike hopes to capitalize on the high digital engagement in the area by creating an outlet that gives those customers a physical touchpoint that is tailored to the demographics and preferences of the surrounding community. All that data gathered has enabled Nike to specifically create experiences that their customers crave: something uniquely for them.
All this is to say that Nike is continuing to crush it...and I haven't even touched on Nike's preparation for the metaverse.
Sources:
- https://www.marketingdive.com/news/how-nike-execs-think-through-its-digital-ecosystem/609965/
- https://www.cnbc.com/2021/11/02/nike-is-quietly-preparing-for-the-metaverse-.html
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