Customer Relationship Management: Nike Digital Sport (NDS)
Customer Relationship Management: Nike Digital Sport (NDS)
Nike Fuels
- is a customer relationship program of Nike
- is a propriety measurement
- which allow users to record their progress
- it is to maintain the customer relationship,
and satisfy customers with latest
technology
Nike Plus Connect Apps
- enable users to upload their data from
Nike Plus data to their nikeplus.com account
Customer Relationship Management
Nike ID
- a service of customised products
- to interact with their customers individually
- understand current trend based on the
majority of idea
- enhance communication with Nike and
obtain valuable information
In conclusion,
- Nike responded to every touch point in
CRM
- by creating different platform to connect
with their customers
Current Marketing Plan for Future
Development
Product
- Nike planned to enhance their product
line
- for example, enhance Hyper Adapter 1.0
by adding automatically shoes adjust feature
- believe it brings competitive advantage
and increase in market share
Place
- increase direct to customers sales
- by raise the number of Nike Store
- and invest in digital commerce
- to maximise shopping experience
Current Marketing Plan for Future
Development
Price
- Nike uses customer value based pricing
strategy
- raise price to increase customers’
perception
- to position themselves as ‘premium’
- to get competitive advantage
Promotion
-