To hear more on Nike's personalization strategy check out RIS News' March Special Report "The Art & Science of Personalization."
According to Campion, Nike is both building its analytics capabilities in-house to drive its digital offense and "selectively acquiring teams or technology to accelerate against that build."
“Nike’s incredible connection with consumers and its global scale make it a perfect home for Zodiac’s team and capabilities," said Zodiac CEO Artem Mariychin. "We are excited to become part of Nike to help power the Consumer Direct Offense across the world.”
In addition to it acquisition of Zodiac, Nike has made several other announcements related to its digital customer experience:
- This week, in the U.S. and U.K., Nike digitally launched Nike Unlaced, a global dot-com destination where women can find a selection of footwear, inclusive of expanded sizes, high-performance styles and collaborations, which will be updated as often as weekly.
- In Q4 2018, Nike plans to debut a new concept called "Nike app at retail" at both The Grove in Los Angeles and in Portland. It works like this: When a shopper enters through the store's doors, it recognizes them and opens up exclusive products in the shopper's approximately. The shopper can scan for product availability in all nearby Nike doors or checkout and pay through the app with no waiting in line. If the shopper is not in the store, they can reserve product through the app and Nike will hold it in a personal locker so they can try it on before buying. A number of other features will be phased in as Nike tests, before scaling this to a wider fleet of stores.
- Nike is scaling its Nike+ membership with plans to launch in all 12 of its key cities within the next fiscal year. In Q3, new members hiked more than 50% versus the same period last year.
- Nike launched the SNKRS apps in China in December and in the first month alone had 2 million downloads.