Top 100 Winners
Nike takes individuality seriously by offering custom shoe creation through its ‘Nike By You’ program along with a unique customer experience strategy for every shopper. Members of this brand’s site receive tailored product recommendations from Nike, along with multichannel communications and exclusive deals to reflect how they have previously engaged with the brand. The retailer collects this information through a robust preference center and user onboarding experience to capture individual interests, sizes, and styles.
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Why we love Nike
Nike app + member benefits
It’s easy to be a VIP with Nike—after all, it’s free. The brand offers exclusive products and info that’s only available to members, like when and where the next new sneaker will drop. It’s the perfect place for shoppers looking to stay on top of the hottest trends. Members can chat with Nike stylists for real-time advice, access special rewards throughout the year, and get the latest content delivered to their inbox daily.
Personalization across channels
User preferences and interests are considered across every Nike platform. Product recommendations online and on the Nike app reflect shopper profiles as well as previous purchases and on-site browsing history. The brand shows customers exactly what they want to see—even customizing email communications to fit the sport that their apparel works with.
Services beyond purchase
The Nike experience is so much more than commerce, and the brand shows that across all its channels. Services like Nike Run Club, Nike Training Club, and coaching sessions through the Athlete Mindset portal offer users a way to experience the brand outside of their purchases. Nike understands the mindsets of the fitness lover, first-time runner, and training athlete to give them each unique ways to engage with services that fit their personal needs.
Download the Retail Personalization Index
You’ve seen the highlights. Now, see the research insights as detailed by retail experts. Download this year’s Index for an in-depth look at the winners, their strategies, and how they approached a changing culture.