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Tion Is Showing Results: The Company’
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Sussman, who You must be registered to view this link joined the company in 2014 as head of global strategy, credits his background in video-game publishing–with stints at Take-Two Interactive, Electronic Arts, and Disney–as key to You must be registered to view this link his current role. “I learned how to You must be registered to view this link drive consumer connections and leverage new technologies for the sake of better entertaining or serving the customer,” he says. He points to a new program You must be registered to view this link for the main Nike app that, though still in beta, shows how far he’d like to take things. Nike 1:1 is an experiment in something called conversational commerce, where consumers with very specific interests are paired with an expert who can help them achieve their goals, anything from finding a trendy pair of shoes (via a stylist) to training for a 5K (with a competitive runner). “Our experts will be able to get you the right gear,” says Michelle Goad, who runs the You must be registered to view this link program. “But then there is all this added value. They’ll follow up with training plans and guided runs and invite you to meetups. Keep you on point, so you don’t quit.”
The company You must be registered to view this link is also using data to identify underserved demographic groups and address them in new ways. One cohort Nike has recently begun targeting is female sneakerheads. During All-Star Weekend, You must be registered to view this link the company debuted several lines of limited-edition women’s shoes, including reinvented versions of classic Jordan models, which sold out immediately. A week later, the company announced Nike Unlaced, a retail experience for female sneaker fans that launched online at the end of March and will roll out to physical stores this fall. Members of the platform will get same-day delivery on street-style collaborations and the chance to make one-on-one appointments with You must be registered to view this link guest stylists. “There’s the style-obsessed female, and then there are women in the sneaker-fan community,” Sussman says. “We’ve found opportunities to serve both.”
Nike’s retail  reorientation is showing results: The company’s direct-to-consumer sales grew 16% last year–compared with 6% for the entire Nike brand. The company is now thinking about further steps. Because You must be registered to view this link once you start learning what your customers want, why not feed that information into the very beginning of the Nike process–the creation of the shoe itself? For its latest project, S23NYC identified specific neighborhoods in several cities around the world where Snkrs data shows an unusual amount of demand. It recently sent researchers into those areas. “They’ll come back with videos, photo galleries, interviews,” Faris says. “They’ll really get a sense of that You must be registered to view this link world–and will brief our footwear designers.”These regional shoes–which the company plans to market to residents of each area, along with people elsewhere who share affinities with You must be registered to view this link them–will start appearing in late summer. The design process will be compressed, in ways that eventually the entire company might be able to take advantage of. “Because we can sell directly, we don’t have to get retailers to buy into our ideas,” Faris says. “Usually, there are months spent working with the different retailers on how we want to target [customers]. All of that stuff? It goes away when you are building a one-on-one relationship with the consumer.”
 



 
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