Within the fashion and apparel industry is an extremely competitive division where major brands vie for supremacy. Among them, one brand stands out not only for its incredible products or eye-catching campaigns but also for its ability to delight customers in various ways through every touchpoint that consumers experience – we’re referring to the Nike customer experience.
In this article, we will delve into the world of Nike’s Customer Experience, taking a closer look at some of their most successful initiatives, their customer journey, and some recommendations for implementing similar actions in your projects or businesses.
The Heart of Nike’s Customer Experience
At the core of Nike’s customer experience strategy lies a commitment to providing stylish products that perform exceptionally well. This commitment is reflected in their range of athletic gear, meticulously designed to cater to the needs of athletes and sports enthusiasts alike.
However, to become one of the leading brands in your industry, that alone is not sufficient. This is where customer experience strategies come into play. These are initiatives that focus on the customer journey, from the moment someone sees an advertisement or enters a Nike store to the post-purchase interactions. All of this is done with the aim of delighting their customers.
These strategies serve as the backbone of brand loyalty, reputation management, data-driven decision-making, customer retention, and global relevance. Nike’s unwavering commitment to delivering exceptional customer experiences ensures that it doesn’t just sell products; it sells a lifestyle, a mindset, and an enduring connection with its customers.
Nike has become a master of these types of initiatives and actions. In the following sections, we will explore some of the most successful ones and reflect on what we can learn from these strategies.
Examples of Nike’s Customer Experience Strategies
House of Innovation
The House of Innovation project by Nike significantly impacts the customer experience. These flagship stores, known as ‘temples to shopping in the digital age,’ blend physical and digital worlds seamlessly, immersing customers in the Nike brand’s ‘Just Do It’ ethos. The digital integration enhances convenience and engagement with features like QR codes for virtual dressing rooms and interactive wall displays.
An important element to highlight within this initiative is personalization. Exclusive services like Nike by You offer NikePlus members one-on-one customization sessions with designers, creating unique, branded products. This elevates the shopping experience and strengthens the emotional connection between customers and the Nike brand, fostering loyalty and advocacy.
Nike App
The Nike App was a game-changer for both Nike and its customers. Their App enhances the shopper experience by giving access to the NikePlus rewards program. This loyalty program offers members exclusive products, member exclusives, access to Nike experts, personalized workouts, priority access to events, and, most importantly, gives Nike insights into customers’ shopping habits and product preferences. This personalization enhances customer satisfaction and strengthens the emotional connection between consumers and the Nike brand, solidifying their loyalty and enriching their shopping journey.
Nike Live Stores
The introduction of Nike Live stores in various locations has brought a revolutionary shift to the customer experience. These dynamic spaces, beginning with the inaugural store in Los Angeles, offer customers a shopping environment that feels alive and ever-changing. Nike Live stores transcend the traditional retail model with rotating product arrays, local artwork, and interactive features like the sneaker bar and consultation services. Customers can now immerse themselves in a personalized shopping experience, trying out shoes on treadmills and enjoying the vibrant atmosphere.
Technology in Physical Stores
Nike has succeeded in providing unique experiences to people visiting their physical stores by incorporating advanced software and hardware that surprises anyone who interacts with such technology. These implementations are not merely experiential; they make the purchasing process simpler and more efficient for people. Some notable examples include:
Replica Kiosk: A digital retail kiosk with a 65″ touch display where Nike Football fans can find, customize, and order their favorite Nike team products. It provides real-time product availability for both in-store and online purchases, streamlining the shopping process and improving stock efficiency.
Nike Bootroom: An interactive surface with a 65″ multi-touch display that facilitates employee and customer interactions. It offers real-time availability information for Nike products based on size and color, thanks to RFID technology and 3D cameras.
Mobile Connect: This feature offers free WiFi in-store, promoting extensive use of digital terminals. It enables more than 1,000 interactions on busy days, often involving groups. Integrating seamlessly with the retailer’s mobile app supports customers’ journeys throughout the store and allows convenient content sharing via smartphones.
Media Wall: The multi-touch, multi-user wall serves as a dynamic information hub, displaying campaigns, products, and real-time social media updates. It aggregates content from platforms like Facebook, Instagram, and YouTube, including soccer team rankings and scores. Additionally, customers are encouraged to engage by taking selfies, which are instantly discoverable through custom hashtags.
The Role of the Customer Journey Map in a Company’s Strategy
The customer journey map is a graphic and visual representation of all the points of interaction between users and a brand. This includes any type of contact, ranging from seeing an advertisement to something as involved as making a purchase.
These touchpoints are usually organized into stages and include additional information to better understand the steps or actions a potential consumer takes.
Each of these customer touchpoints is an area of opportunity if leveraged effectively. Likewise, they can become pain points where the user experience and perception can be negatively affected. Therefore, constant monitoring of each of these points and a strategy for continuous improvement are of great importance in the growth of any business.
Example of Nike’s Customer Journey Map
Below is an example of a fictitious customer journey map for Nike, created with reference to some of the most common touchpoints in the industry and information gathered from media and specialized portals.
Nike’s customer journey map would look like this:
Stage 01: AWARENESS
| Touchpoint | Activity | Pain Point | Solution |
| Nike.com | Customers visit Nike’s website to explore the latest products and collections. | Difficulty in finding desired items. | Enhance website navigation and search functionality. |
| Nike App | Customers download and engage with the Nike app for personalized shopping experiences. | Challenges in app navigation and product discovery. | Improve app’s user interface and recommendations. |
| Nike Stores | Customers encounter Nike’s physical stores and storefront displays. | Lack of awareness about in-store offerings. | Create captivating and informative store displays. |
| Athlete Endorsements | Customers are influenced by athlete endorsements and partnerships. | Limited knowledge of Nike’s athlete partnerships. | Highlight athlete endorsements in marketing campaigns. |
Stage 02: CONSIDERATION
| Touchpoint | Activity | Pain Point | Solution |
| Product Pages | Customers explore product pages on Nike.com for detailed information. | Uncertainty about product features. | Provide comprehensive product descriptions and reviews. |
| Customization Options | Customers use Nike By You to personalize and design their own shoes. | Limited options for customization. | Expand customization choices and styles. |
| Nike App | Customers browse curated collections and personalized recommendations in the Nike app. | Difficulty in discovering relevant products. | Enhance personalized product suggestions. |
| Social Media Engagement | Customers engage with Nike’s social media content and interact with the brand. | Limited engagement and interaction. | Foster active and meaningful social media interactions. |
Stage 03: PURCHASE
| Touchpoint | Activity | Pain Point | Solution |
| Online Shopping | Customers make online purchases through Nike.com. | Lengthy checkout process. | Streamline the online shopping experience. |
| In-Store Purchases | Customers buy Nike products in physical retail stores. | Difficulty in finding specific items. | Enhance in-store product organization and assistance. |
| Payment Options | Customers choose from various payment methods when shopping. | Limited payment options. | Offer a variety of secure payment choices. |
| Nike By You | Customers finalize and purchase their personalized Nike By You designs. | Complex customization process. | Simplify the Nike By You customization and purchase flow. |
Stage 04: USAGE
| Touchpoint | Activity | Pain Point | Solution |
| Returns and Exchanges | Customers return or exchange products they are unsatisfied with. | Complicated or slow return processes. | Simplify returns and exchanges with user-friendly policies. |
| Nike App | Customers use the Nike app for tracking workouts, managing NikePlus benefits, and more. | Challenges in app navigation. | Improve app usability and guidance. |
| Customer Support | Customers contact Nike’s customer support for assistance. | Frustration with unhelpful or slow support. | Enhance customer support with knowledgeable agents. |
| NikePlus Membership | Customers utilize NikePlus benefits and rewards for enhanced experiences. | Unclear benefits or rewards. | Clearly communicate the advantages of NikePlus. |
Stage 05: LOYALTY
| Touchpoint | Activity | Pain Point | Solution |
| Exclusive Drops | Loyal customers get early access to limited-edition product releases. | Limited opportunities for early access. | Expand exclusive release opportunities. |
| Personalized Offers | Customers receive tailored promotions and discounts based on their preferences. | Receiving irrelevant offers. | Customize offers based on customer preferences. |
| Newsletter | Customers subscribe to receive exclusive news and updates from Nike. | Lack of information about the newsletter. | Share regular and engaging insider news. |
| Feedback Channels | Customers provide feedback and suggestions to Nike. | Limited channels for voicing opinions. | Encourage and value customer feedback for improvement. |
Stage 06: ADVOCACY
| Touchpoint | Activity | Pain Point | Solution |
| Social Media Engagement | Customers engage with Nike on social media and share their purchases. | Limited engagement and interaction. | Foster active and meaningful social media interactions. |
| Nike Run Club | Customers participate in Nike Run Club events and share their achievements. | Limited awareness of Run Club activities. | Promote and expand Nike Run Club participation. |
| Referral Programs | Customers refer friends and family to shop at Nike. | Lack of incentives for referrals. | Reward customers for successful referrals. |
| Nike Community | Customers join the Nike Community to connect with other enthusiasts. | Limited community engagement. | Create an engaging and supportive online community. |
Start Delighting Your Customers by Nurturing Every Stage of Your Customer Journey
In a market flooded with choices, consumers are not just looking for products; they seek an emotional connection with the brands they choose. This is where the customer experience comes into play and becomes a differentiator that positions brands like Nike above others, even if they offer equally good products.
These types of strategies are not exclusively reserved for large corporations; in fact, they are something that all companies should implement regardless of their size or revenue. The rewards of doing so are numerous and impossible to ignore, especially if you aim to build a base of loyal and happy customers.
QuestionPro has developed an entire suite of tools and solutions to help you implement a successful customer experience strategy.
Among the most notable are:
QuestionPro CX, our Customer Experience Management Software,
A platform with everything you need to delve into the minds of your customers and understand their satisfaction levels. Thanks to features like our ticketing system and survey platform, you can identify opportunities within your customer journey to delight your users at every stage.
QuestionPro SuiteCX
A platform with everything you need to create customer experience journey maps and perform journey analytics in a simple and effective way. You can integrate various data points, user persona profiles and easily edit them to create action plans and detailed contact strategies.
If you’re interested in learning more about our solutions and how QuestionPro can help you empower your business, please contact us. We’d love to chat with you and find the best way to execute your projects with our technology.
