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Customer Relationship Management: Nike Digital Sport (NDS)

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pheichuen95
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17 views

Customer Relationship Management: Nike Digital Sport (NDS)

Uploaded by

pheichuen95
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as KEY, PDF, TXT or read online on Scribd
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Customer Relationship Management

Nike Digital Sport (NDS)


- a business devision in year 2010
- consumer track their performance
- store the data and identify their needs
and
patterns
Nike Plus
- personal social networking service
- to build social relationships
- to understand their needs and
preferences
- to provide high level of service
Customer Relationship Management

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 Plus Running Apps


- allow users to share their performance and
experience on social media
- such as Facebook, Instagram, Twitter and more
- it engages 6 million members
Online site
- collect customer data when they ordered
though online
- to analyse their buying habits
- inform them about different campaigns and
sales initiative through email
- to generate repeat sales for long-run
profitability
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
-

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