Nike's new app supports die-hard fans with personalized content, rewards
Nike is focusing on personalization in a freshly launched mobile application that combines content with rewards and boasts a feed specific to each user as well as a bevy of exclusive features.
The new Nike+ app is serving customers a wide range of capabilities with features such as exclusive product launch notifications, invites to special events, training and workout expertise and rewards for purchases. Nike is creating a fully immersed fan experience by enticing users through the attention-grabbing features and serving them content that will keep them excited about the brand and prompt them to purchase more items.
?Our consumers want instant access to the best of Nike and we?re excited to be offering expanded Nike+ services, personalized to athletes everywhere,? said Trevor Edwards, president of the Nike Brand. ?Digital enables us to better serve our consumers across our business and we will continue to invest in our digital portfolio of services and connect with athletes anytime, anywhere.?
Just Do It
The goal is to entice users with info that interests them, but not over serve them in a way that makes them turn off notifications or disengage from the Nike brand and app. Users will also be informed of special Nike events that are of interest to them.
Nike has also created shopping capability within the app but is favoring items that are most likely to be relevant to the individual within the product feed and provides free shipping to drive more sales.
The Nike+ app is also sharing exclusive content from professional athletes and fitness experts. For instance, one video features Kevin Durant giving viewers tips on a basketball move.
Users can open their pass tab within the app during checkout at bricks-and-mortar locations and scan to earn rewards. The Nike+ app is integrated with the brands? rewards program, Nike+ Pass.
Individuals will also be able to book personal training sessions and run training session within the app.
The brand has also launched a digital studio to further develop pushes and enhanced capability on mobile to stay ahead of competitors.
Nike mobile offerings
Nike also added Nike Tech Book to its growing roster of mobile app, with the new interactive shopping guide giving Nike+ members the ability to purchase new items before everyone else (see more).
The brand crested on a wave of mobile innovation with is last Nike+ app launch, which sought to connect athletes with a personal store, customized product recommendations and invitations to retail events (see more).
?I am excited about the expertise that the NYC digital studio will bring to Nike,? said Adam Sussman, vice president and chief digital officer at Nike. ?This new team will greatly advance our efforts to build strong, authentic connections to our consumers by delivering fun, innovative experiences, easy access to our products, and robust community engagement.?