|How Nike is Using Digital Channels to Drive Sales
Nike is trying to seize control of its customer data to stay ahead of its rivals. The company gave observers a close-up of its plans in its latest quarterly results. Here are the takeaways for marketers:
App-based commerce is surging for Nike, with online sales doubling in two years to more than $2 billion (£1.5 billion), and app users spend nearly triple what they do on Nike.com, according to the company, an ominous sign for retailers that could be bypassed by this trend.
Nike’s in-app and online experiences must offer strong value, though, as they pit Nike against a new set of competitors like running and cycling tracking app Strava and YouTube workout tutorials, said Paul Jakimciw, group CEO at innovation agency KBS Albion.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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