Brands must combine people, processes and, most importantly, technology, to achieve the scalability they need to reach and connect with consumers globally. However, when you can’t go to where your customer is physically, you can go there digitally. Not every company has the type of access Nike has with its customers. They are then able to make specific shoe recommendations for the customer based on the data collected, like pronation, rotation and how the runner’s foot hits the ground. Store employees run analyses as people test out shoes.

Shi continued: “One of the benefits of direct-to-consumer business is that we can try things and get more direct, immediate feedback from our customers.” One example is the treadmills they have in Nike stores. Clearly, there is much room for improvement when it comes to truly understanding the customer.

In addition, 85% of brands agree their segmentation is based on broad segments and simple clustering. According to a study by MarketingTech Blog, less than 10% of top tier retailers say they’re highly effective at segmentation and personalization. signage is displayed on a monitor on the floor of the New York Stock Exchange (NYSE) in. This year the Roshe Raffle Racer makes its debut as an updated version of the 70’s Nike Waffle Racer. Now it’s a dialogue,” Shi said.Įxplaining further, she added, “For example, the customer didn’t say, ‘I want a waffle shoe.’ They said they wanted durability, a certain type of performance, etc.” Putting all this customer input together, and coming up with a product that meets their needs, enables Nike to deliver innovation consistent with what the consumer wants. “It used to be just focus groups and then monitoring our sales and that was it.

Everyone gets added value: the customers get something that helps them with their fitness regime and helps them interact with friends, while Nike gets valuable information about how customers are using its products.īy creating a two-way conversation with consumers, Nike gains actionable insight into their needs and as the results show, they don’t just listen, they react. Nike has given their customers a reason to want to come back to their website every day and engage - engage with Nike, engage with their friends.

Nike accessible shoes