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en rolling out a slew of experiments across all of the com

in News 07.05.2018 04:08
von yaya2017 | 820 Beiträge | 73800 Punkte

Mobile was becoming the main way that people were connecting with brands and shopping.”In response, Nike CEO Mark Parker announced a plan last summer Nike Air Huarache Mujer to overhaul the Nike Air Max Zero Femme way the company reaches customers: Though it still works with some 30,000 retailers worldwide, Nike began focusing its efforts on just 40 of them, including Foot Locker and Nordstrom. (It also began working with Amazon.) Even more important, it prioritized selling directly to customers through its own channels, which include physical shops and, increasingly, digital storefronts such as Nike.com, the Nike Air Max 90 Donne Nike app, and Snkrs. Parker dubbed the effort Nike Direct. “When a brand wants to fully control how a consumer perceives it,” says NPD adviser Matt Powell, the leading authority on the sneaker business, “the best way to do that is to become its own retailer.”Parker has described the moves as “a massive transformation,” streamlining the company’s process from design to manufacturing and refining its sales experience Adidas ZX Flux Donne using Nike Air Max 1 Damen the data Nike Air Zoom Spiridon Femme it has on more than 100 million “members” (Nike parlance for anyone who uses its training apps or makes a purchase through digital channels). He tapped Sussman, along with Heidi O’Neill, president of the new Nike Direct division, to oversee the efforts. Sussman is focused on using Nike’s own channels to offer richer and more personalized shopping experiences–and to deliver them on a vast scale. To that end, he’s been rolling out a slew of experiments across all of the company’s digital properties, which also include the Nike Run Club and Nike Training Club apps.

But these days, the company’s boldest–and perhaps most impactful–experiences are playing out on Snkrs. Though limited-edition drops aren’t an especially big part of Nike’s business (according to NPD’s Powell, they make up less than 5% of the entire sneaker Nike Air Max 1 Womens Nike Free Run 3.0 Damen industry), sneakerheads are highly coveted customers–and their Nike Air Max 90 Hombre enthusiasm has a halo effect. (Adidas’s relationships with the likes of Kanye West and Raf Simons, for example, have dramatically changed perceptions of its brand.) What’s more, by tapping into its most obsessed customers, Nike is gaining insights on how to develop and activate a community, ideas that it can use in the sneaker wars to come.In response, Nike CEO Mark Parker announced a plan last summer to overhaul the way the company reaches customers: Though it still works with some 30,000 retailers worldwide, Nike began focusing its efforts on just 40 of them, including Foot Locker and Nordstrom. (It also began working with Amazon.) Even more important, it prioritized selling directly to customers through its own channels, which include physical shops and, increasingly, Nike Roshe Run Donne digital Nike Air Max Zero Donne storefronts such as Nike.com, the Nike app, and Snkrs. Parker dubbed the effort Nike Direct. “When a Nike Air Pegasus 89 Womens brand wants to fully control how a consumer perceives it,” says NPD adviser Matt Powell, the leading authority on the sneaker business, “the best way to do that is to become its own retailer.”

Parker has described the moves as “a massive transformation,” streamlining the company’s process from design to manufacturing and refining its sales experience using the data it has on more than 100 million “members” (Nike parlance for anyone who uses its training apps or makes a purchase through digital channels). He tapped Sussman, along with Heidi O’Neill, president of the new Nike Direct division, to oversee the efforts. Sussman is focused on using Nike’s own channels to offer richer and more personalized shopping experiences–and to deliver them on a vast scale. To that end, he’s been rolling out a slew of experiments across all of the company’s digital properties, which also include the Nike Run Club and Nike Training Club apps.But Nike Free Run 3.0 Femme these days, the company’s boldest–and perhaps most impactful–experiences are playing out on Snkrs. Though limited-edition drops aren’t an especially big part of Nike’s business (according to NPD’s Powell, they make up less than 5% of the entire sneaker industry), sneakerheads are highly coveted customers–and their enthusiasm has a halo effect. (Adidas’s relationships with the likes of Kanye West and Raf Simons, for example, have dramatically changed perceptions of its brand.)

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