Check out five ways Nike is creating a shopping experience that’s deep, comprehensive and tailor-made for Nike Members.
Source: Nike Membership Digital Benefits
I’ll keep this one short since I’ve discussed the topic in previous posts. Nike is a machine; a beautifully, ruthless, designed combination of product, software, logistics and presentation. In the post above, the company creates content explaining their method of engaging, educating, and retaining their fans. When they discuss the roll out of brick and mortar shaped by digital, it reminds me of one fact, Nike will not stop with removing accounts from mom and pop shops, small chains or massive retail outlets. The brand by design will encroach on accounts in good standing. They will do so under the cover of Covid and Supply Chain constraints.
I said I would keep this short. Think of this as a business writing prompt. Nike’s continued growth is winding its way to a consumer I’ve long said was a moat for urban retail. The underbanked and unbanked consumer has yet to be integrated into the digital landscape. The retailers capable of figuring it out, are spending so much time attempting to adjust to Nike’s demands and changes, they haven’t really contemplated how much money is left on the table. As Nike continues to evolve, the only threat remaining for the brand comes from the family channel, but more specifically urban accounts who can thrive on apparel and who have the ability to introduce the next trend quickly.
Nike’s lineup of store concepts — House of Innovation, Rise, Live and Unite — are designed to uniquely serve individual communities while simultaneously reflecting a different perspective of the company, from the showcases of HOI to Unite doors that are built based on the style and energy of the local scene. For example, in Seoul, the Nike Rise door has a City Replay zone featuring popular local products. In Brooklyn, New York, Nike Live by Williamsburg has colorful, offbeat artwork befitting the neighborhood’s art scene, and the store partners with Williamsburg businesses like Buddies Coffee and Northside Bakery to support local entrepreneurs.
The Writing Prompt/Food for Serious Thought
In the quote from Nike’s discussion on digital benefits, they list their store concepts and how they have integrated into communities. The moat, the cash customer, underbanked and unbanked haven’t been considered. They aren’t catered towards. Shock drops, digital raffles, resale, have all removed the ability for this fan of sneakers to acquire coveted footwear and apparel. How will the family channel for footwear and urban accounts adjust and capture this segment before Nike recognizes their few remaining weaknesses?