In order to adapt, Nike in 2018 began to implemented the first stages of its “Consumer Direct Offense” and its “edit to amplify” which calls for the brand to cull its roster of 30,000 retailers to a curated list of 40 differentiated sellers. "Nike believes the remaining 40 retailers can provide personalized in-store experiences that offer customers a significant value-add beyond the convenience of e-commerce," CB4 writes.
Nike’s standalone SNKRS app has also become a must-have component of the Nike customer experience. “Nike’s aggressive effort to adapt to a changing customer landscape shows that brands of all sizes must be nimble and willing to go where the customers are, whether that’s a sporting goods store, a highly personalized retail boutique or a smartphone app,” writes CB4.
Leveraging data collected by the Nike Run Club app, Nike introduced Nike On Demand. “Early results showed an increase in activity among Nike On Demand participants, which is a win both for the user and for the brand—and a smart way to increase personalization, retention and brand loyalty,” writes Cb4.
Nike made investments in 2018 in consumer analytics and predictive technology, acquiring Zodiac, a predictive analytics firm, and Invertex, an Israeli fashion-tech startup. “The acquisitions of both Zodiac and Invertex point back to one of the principles of Nike’s Consumer Direct Offense: finding new ways to serve athletes personally, and at scale,” writes CB4.