Customization is the key!
Since Nike has created their new Nike ID customization site and has made large investments to improve their website as well as launched their Nike Plus Training App, their sales have increased by more than 70%. They have successfully widened their customer base, now reaching more females. Sales are boosted as customers have the free choice of the color of the shoe itself, as well as its laces and can even add a customized phrased, which automatically ensures customer satisfaction.
The article suggests that some of Nike’s success came from their appearance during the World Cup. This is similar to Visa being present in the Olympics, as we analyzed in class. Nike wasn’t an official sponsor, but was worn by the players more than any other brand.
This strategy is extremely beneficial for Nike because it helps reduce their inventory levels, as the shoes are made on demand and there needs to be no forecasting as to how many shoes will be demanded and need to be manufactured. I personally think that becoming personal and creating a bond with the customer is extremely difficult for a big brand, but Nike has successfully found a way to satisfy the customer in various aspects and has therefore gained many loyal customers. I think in the future many other companies will follow in these footsteps and offer similar services.