Nike and Dick’s Sporting Goods customers can now connect their Dick’s Scorecard and Nike Membership accounts through the Dick’s mobile app.
The loyalty integration will allow the retailers to each reach more customers and provide them with access to exclusive products, experiences and offers. As part of this collaboration, the two will continually work together across their respective physical and digital properties to deliver enhanced convenience, new experiences, and content for customers.
"Nike Membership is how we serve our consumer personally – it fuels deeper engagement and greater access to the very best of Nike," said Sarah Mensah, VP and general manager, North America, Nike. "We're helping consumers connect with sport and our products whenever, however and wherever they shop Nike. Our partnership with Dick’s is just another example of how we are reimagining how people connect with Nike across an increasingly digital and connected marketplace."
Currently, an easy-to-use platform allows for customers to seamlessly shop an expanded selection of Nike footwear and apparel anytime. The partnership will also offer member-exclusive footwear and apparel launches and collections, including running and yoga apparel that's already available and a Nov. 4Nike Air Force 1 and Blazer launch. New styles will be added on a regular basis.
There will also be in-store events for members, which begin at Dick’s House of Sport locations in Rochester, N.Y., and Knoxville, TN, in November and December and expanding to additional Dick’s stores over time.
"Dick’s and NIKE have a long and successful history of working together, and this partnership represents a significant strengthening of our relationship," said Lauren Hobart, President and CEO of Dick’s Sporting Goods. "We are both focused on delivering best-in-class experiences and products and creating the best omnichannel experience for our athletes. Combining our capabilities in these areas will create a unique experience in the market for athletes who shop with Dick’s and NIKE."
Retailers and consumers should expect to see more retailer loyalty partnerships in the future. The Nike/Dick’s integration news comes on the heals of Starbucks CEO Kevin Johnson announcing that within the next year consumers will see a new loyalty points exchange between the coffee giant and another consumer brand.
“Through blockchain or other innovative technologies, we are exploring how to tokenize Stars, create the ability for other merchants to connect their rewards program to Starbucks Rewards,” he said in the company’s recent earnings call. “This will enable customers to exchange value across brands, engage in more personalized experiences, enhance digital services and exchange other loyalty points for Stars at Starbucks.”