Nobody would point to Nike as a company that’s struggling to adapt to changing retail trends. The sports apparel giant is entrenched as the most successful, and most recognizable, brand within its industry.
More importantly, the company has shown a willingness to spearhead new technology and innovation, ranging from its line of mobile apps to its Nike FuelBand, which became an early leader in fitness wearables technology. Its current endeavors are consistent with this frontrunner mindset: A new brand imprint is taking aim at personal customer experiences, and using technology to drive that initiative.
As PSFK reports, Nike is using 2016 to focus on how digital solutions can drive personalized experiences. Its Nike+ imprint will be center-stage for these efforts.
“Connecting Nike’s wealth of sport knowledge with its footwear and apparel offerings, Nike+ translates the “plus” to “personal,” providing members with customized guidance, support and a host of tailored resources that unlock the best of Nike,” said the company in a press release.
To accomplish this goal, of course, Nike is doing what any retailer must do: Using data to better understand their customers.
Building Data-Driven Relationships
Nike’s ability to personalize experiences is a credit to its efforts in building channels for data acquisition. The retailer uses a variety of mobile applications and wearable technologies to build comprehensive profiles of users — not just the products they buy or the sports they like, but also their present level of fitness, their favorite workout activities, and their long-term goals.
Through this information, Nike+ strategy can build intuitive, highly personalized experiences that range from product recommendations to custom training tips. Mobile integration with Nike stores allows customers to schedule appointments for consultations with a local associate, such as to help find the right running shoe for their current needs.
This is Nike’s way of expanding its role on the consumer side of sports. They don’t just sell products — they help individuals achieve their goals.
“We are surrounded by technology and data, but for athletes to truly achieve their potential they require something richer and more meaningful,” says Nike CEO and President Mark Parker. “They don’t need a dashboard; they need a relationship.”
By using technology to be present at every step, Nike is merging its own success with the success of its customers — and that close relationship is going to pay off.
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