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Customer Relationship Management: Case Study Analysis on Nike+

Added on   2023/06/10

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Künstliche Intelligenz in Unternehmen: Innovative Anwendungen in 50 erfolgreichen Firmen

Der Bestsellerautor und Geschäfts renommierter KI-Experte Bernard zeigt, wie sterben Technologie des maschinellen Lernens das von Unternehmen verändert. Das Buch bietet einen Überblick über einzelne Unternehmen, beschreibt das spezifische Problem und erklärt, wie KI die Lösung erleichtert. Jede Fallstudie bietet einen umfassenden Einblick, der einige technische Details wichtige Lernzusammenfassungen enthält. Marrs Buch ist eine aufschlussreiche und informative Untersuchung der transformativen Kraft der Technologie in der Wirtschaft des 21. Jahrhunderts.

Bernard Marr

Bernard Marr is a world-renowned futurist, influencer and thought leader in the fields of business and technology, with a passion for using technology for the good of humanity. He is a best-selling author of over 20 books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations. He has a combined following of 4 million people across his social media channels and newsletters and was ranked by LinkedIn as one of the top 5 business influencers in the world.

Bernard’s latest books are ‘Future Skills’, ‘The Future Internet’, ‘Business Trends in Practice’ and ‘ Generative AI in Practice ’.

Bernard Marr ist ein weltbekannter Futurist, Influencer und Vordenker in den Bereichen Wirtschaft und Technologie mit einer Leidenschaft für den Einsatz von Technologie zum Wohle der Menschheit. Er ist Bestsellerautor von 20 Büchern, schreibt eine regelmäßige Kolumne für Forbes und berät und coacht viele der weltweit bekanntesten Organisationen. Er hat über 2 Millionen Social-Media-Follower, 1 Million Newsletter-Abonnenten und wurde von LinkedIn als einer der Top-5-Business-Influencer der Welt und von Xing als Top Mind 2021 ausgezeichnet.

Bernards neueste Bücher sind ‘Künstliche Intelligenz im Unternehmen: Innovative Anwendungen in 50 Erfolgreichen Unternehmen’

How Nike Is Using Data to Sell Directly to Customers

24 March 2022

Nike is successfully transforming from a traditional consumer goods business into a digital direct-to-consumer company. Find out how Nike’s DTC sales have skyrocketed as the company focuses on big data and predictive analytics .

Leading footwear and apparel company Nike has been ahead of the game for years, inspiring millions of other companies to follow their strategies for accelerating growth.

Now, nearly 60 years after its founding, Nike is not just an innovator in sports science – they’re also leading the way in using artificial intelligence and predictive analytics to sell directly to consumers.

In June 2020, Nike announced the launch of its Consumer Direct Acceleration strategy to speed up direct-to-consumer (DTC) sales.

Their initiatives are clearly working. In 2011, DTC sales accounted for 16% of Nike brand revenue (or $2.9 billion of the total revenue of $18.1 billion). By the end of the 2020 fiscal year, DTC sales had grown to 35% of overall sales, or $12.4 billion.

This bump in DTC sales is driven by Nike’s new formula for growth, which focuses on building a data-centric organization that can compete with existing e-commerce giants like Amazon.

Let’s take a look at how Nike is making the successful transition to direct-to-consumer sales and how data science fits into their plan to enhance the customer experience and boost profits.

A Wellspring of Customer Data

Nike offers sales support, workouts, training programs, and loyalty incentives through a large array of apps. These apps allow Nike to optimize the consumer experience, but they also provide Nike with a veritable treasure trove of incredibly valuable customer data.

The Nike Fit app creates a digital picture of a customer’s foot using a combination of computer vision, artificial intelligence , and machine learning – then uses that picture to make informed product recommendations to the consumer. Long term, this intelligence on people’s feet also helps Nike create better shoes!

Nike uses their data to serve customers more targeted offers, including products and services. Through the Nike Plus rewards program, customers can get access to personalized workouts and sports experts.

Predictive Analytics

Nike acquired two predictive analytics companies – Zodiac and Celect – in 2018 and 2019, respectively. These solutions help Nike crunch data from their apps and from IoT devices like Fitbits and use that data to understand customer habits and predict purchasing behavior. For instance, Nike now incorporates Zodiac’s marketing data into its app to serve up personalized content and make product recommendations.

Using Celect’s inventory management tools, Nike can now anticipate consumer demand and determine what products they should produce and where those products should be sold. Nike's hyper-local approach to inventory management ensures the customers can always find what they need and be able to purchase the items they're most interested in.

Making Data-Driven Decisions at the Highest Levels

Nike’s data analytics systems are fully integrated, so business leaders can use predictive data – including purchase patterns and social media behavior – to anticipate customer needs, create better products and services, and improve business processes. Every member of Nike’s senior leadership team has access to a personalized analytics dashboard and data visualization tools that are customized for their decision-making needs.

Nike’s Data-Driven DTC Initiatives

As new startups continue to enter the apparel industry, Nike has chosen to defend its mega-giant status by investing heavily in Big Data and AI to better understand its customer journey and capitalize on DTC revenue streams.

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Sign up to Stay in Touch!

Bernard Marr is a world-renowned futurist, influencer and thought leader in the fields of business and technology, with a passion for using technology for the good of humanity.

He is a best-selling author of over 20 books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations.

He has a combined following of 4 million people across his social media channels and newsletters and was ranked by LinkedIn as one of the top 5 business influencers in the world.

Bernard’s latest book is ‘ Generative AI in Practice ’.

Social Media

Adding Fuel to the Game

Helping a Household Name Grow Their Digital Footprint.

As Nike’s marketing muscle shifted increasingly towards digital, it turned to Amp to help extend that transition in multiple ways. In an ongoing partnership spanning several years, Amp has helped develop initiatives for Nike ranging from CRM and social media to influencer campaigns and corporate responsibility.

Here’s how we helped a sprawling global brand leverage digital to build more intimate customer experiences.

Tactical Goals Meet Awe-Inspiring Storytelling

Every aspect of Nike’s digital communication needs to balance targeted tactical goals with the awe-inspiring storytelling that defines the Nike brand. This effort demands distilling brand communication ideas generated for a global scale into more local and customized experiences that enable individual customers to engage with Nike on a one-to-one basis.

Authentic Relationships

Every day, consumers and local influencers broadcast their sweat and hard work on multiple channels. Each of these chroniclers represents a unique opportunity to foster an authentic consumer relationship.

Getting Our Game On

From retail to mobile to social and CRM, we developed a series of digital solutions that help translate Nike’s global message in more targeted ways for individual consumers.

Digital Retail CRM

Enhanced customer profiles.

Nike’s CRM team asked Amp to imagine a CRM-focused digital kiosk at retail that would help strengthen its customer information database. We looked beyond retail and recommended that Nike use its ongoing sports-related event sponsorships as an additional, previously untapped opportunity to break out of the box.

Nike’s World Cup viewing parties offered a perfect opportunity to test this expansion. So we kicked off the Nike Soccer Shootout, an interactive, soccer-centric experience capable of engaging fans and collecting data both in stores and at events.

Mobile Experience

Playing to consumer passions.

To complement its retail and event kiosks, Amp created the Nike Soccer Shootout mobile experience to solicit interest information from visitors before leading them through a series of tactical and trivia challenges. At the end of the quiz, each user is recommended an ideal Nike shoe for his or her preferred style of play and invited to share his/her quiz score on Facebook and Twitter.

Promoting the site at stores and events, including the World Cup Players Lounge in its flagship New York City Niketown store, marked a successful first step for Nike into event-based data capture.

Social Media

Turning influencers into heroes.

With the launch of its fitness-tracking NikeFuel band, Nike sought to build engagement via digital content and OOH advertising marked by the hashtag #GameOnWorld. Amp was tasked with translating this massive global campaign into success at the local level by making it feel like a local phenomenon in neighborhoods up and down the West Coast.

To do this, we set up a comprehensive social monitoring and engagement program that allowed us to zero in on everyday athletes. Once we identified the most active and influential local runners, ballers, hikers and bikers in each community, we connected them to the #GameOnWorld campaign, pushing the program forward at a grassroots level.

As consumers began to take up the challenge, we celebrated their hard work and discipline with daily social storylines.

We elevated local consumer contributions into campaign communications – turning UGC into digital ads for #Gameonworld.

To reach a broader audience, we also took local influencers out on high-energy photo shoots and portrayed them in the same heroic light as their professional counterparts.

Hand-in-hand with athlete storytelling, we used digital channels as a connection to point to local events, in-store promotions and product releases.

Designing A Better World

In a separate arena, Nike challenged Amp to turn its 178-page Corporate Social Responsibility Report (CSR) into an intriguing online experience.

Our re-imaged CSR experience helped Nike fans and shareholders engage more deeply with the company through exclusive interviews with leadership and behind-the-scenes videos that explore Nike culture, innovation and community involvement.

The site is highlighted by an interactive map pinpointing every Nike factory throughout the world. Visitors are able to select from any of 46 countries to learn about Nike employment information for that territory, including factory demographics, total sales, and the manufacturing profile.

The site also offers quick links to company information, such as environmental goals, company processes and employment policies, while presenting visual data that ranks Nike’s social impact, resource utilization and sustainable practices.

Platform Planning

Retail CRM Digital kiosks at retail help strengthen customer database for awareness-building communications.

Mobile Experience Engages fans’ passions and drives advocacy via social sharing.

Influencer/Social Media Campaign Engagement via influencers and social channels fosters awareness, consideration, ownership and advocacy.

CSR Experience Redesign Drives awareness and advocacy by showcasing Nike’s social impact.

Our initiatives helped a global giant engage fans on a personal level, while our local social engagement program for the West Coast outpaced operations for other cities participating in the Nike+ campaign nationwide. Together, they drove significant activity for Nike’s most coveted metric: athletes at play.

Local Mentions of Nike LA Program

Local Consumer Profiles in Campaign

Social Reach for @NikeLA

Nike+ Miles Run

Nike Fuel Points Earned

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