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One of the reasons why Nike is so popular is its endorsement of former NBA star, Michael Jordan. Former NBA player Michael Jordan holds the most valuable deal: $100 million. On the other hand, with this contract, Nike is allowed to explore the Jordan brand, namely through the brand AirJordan, producing snickers, NBA jerseys, and all kinds of sports goods.
NBA star Michael Jordan has made over $1.3 billion from Nike, an estimated sum Forbes magazine calls "the biggest endorsement bargain in sports".
So people like buying Nike, they have more than just Sneakers. Nike’s apps played a crucial role in driving engagement, and 2020 digital sales growth during the pandemic. In Jan. 2021, Nike’s mobile apps have helped to fuel sales growth during the pandemic as part of the sportswear giant’s effort to boost direct-to-consumer (DTC) sales. Those apps urge people to participate in a range of activities with a gamification strategy designed to maintain loyalty, reinforce brand messaging and drive sales.
With many folks spending more at home and avoiding stores because of health concerns, brands with significant retail footprints like Nike have been forced to switch up their sales strategy. Consumers are still shopping for clothing — especially athleticwear and other comfortable styles for work-from-home settings — but are doing so through mobile websites, social media marketplaces, and apps at a higher clip. On the strength of its websites and mobile apps, the company’s digital revenue jumped 84% in the quarter that ended Nov. 30.
“Digital is the ‘new normal’ in consumer behavior, and we believe the trends that we’re seeing are here to stay,” John Donahoe, president, and CEO of Nike, said in a December earnings call. “Consumers want to get what they want, when they want it, how they want it.”
Sandra Carreon-John, a spokesperson for Nike, “continually evaluates the marketplace to understand how we best serve consumers, making adjustments to our sales channels as needed to create a consistent, connected, and modern shopping experience.” A key opportunity is to bring the experience digitally.
These are the top digital apps where consumers can purchase and live the Nike lifestyle, Nike, Nike+ Run Club, Nike Training Club, and SNKRS. Through each app is a link to purchasing Nike products.
Nike membership gives customers personalized benefits in-store, online, and through their apps. Users can sign up on their website for free. Here are the in-store and online benefits of the Nike membership:
With so many benefits to Nike's membership, including it being free, free shipping, and exclusive access to merchandise, adding a child to the membership would only make it better. The more a customer uses the app, the more they benefit from it. Adding a child to their membership gives more opportunities for Nike to market to parents and kids using their app to increase revenue.
I collaborated with teammates to design and implement a comprehensive customer journey strategy focused on three key funnels: Create, Serve, and Retain. This approach targeted key entry points and areas of opportunity to enhance customer engagement and retention. By increasing advertising touchpoints across social media, email, and other channels, we successfully drove traffic to Nike’s app and website, boosting purchasing power and sign-ups for family memberships. This strategic creation of touchpoints not only improved user experience but also fostered long-term loyalty by retaining customers who could fully enjoy the benefits of Nike membership.
Examples of creating opportunities outside of Nike to bring a customer into a shopping experience from social media (Instagram).
Once in the experience, showing how adding a child to a family membership will serve delight to the family. They will be joining an developing community, helping create the future of sport. The parents will have access to educational content, benefits and rewards.
How to retain customers with editorial content of the Nike lifestyle. Familes have access to the Nike branded content like the training apps with YouTube videos to show how to workout together.
