Creating a cohesive cross-channel expertise for purchasers has change into a excessive precedence for manufacturers throughout the pandemic. With consumers relying more on ecommerce, manufacturers needed to endure a digital transformation to make sure that they instill confidence of their clients by way of on-line channels.
Over three weeks, we examined Nike’s email and cell advertising and marketing expertise. By finishing varied actions—join emails, abandon a product browse, abandon a cart, and many others.—with Nike, we had been capable of uncover buyer expertise successes in addition to alternatives.
Nike has a wonderful expertise in relation to advertising and marketing their merchandise. They despatched a number of triggered deserted cart and deserted browse emails to encourage us to purchase merchandise we had checked out. However, there’s the potential to additional personalize a few of these messages. With the info Nike collects, message individualization may attain an entire new degree.
The outcomes of our analysis are on the finish of this put up in our Customer Experience Analysis, however first we’ve highlighted some stats beneath for context about our time with Nike.
The First-Hand Customer Experience
In the connected evaluation we illustrate the analysis course of in a timeline to show when and the way Nike shares their advertising and marketing messages.
Over the three weeks we acquired:
- 32 messages whole
- 17 emails (12 promotions, 2 welcome emails, 3 deserted browse/cart)
- 15 cell messages (8 cell inbox, 7 push notifications)
Our objective with this analysis was to raised perceive how retail manufacturers are utilizing their advertising and marketing messages throughout a time the place ecommerce has change into extra prevalent than ever earlier than. Do they use a number of channels? How personalised are their messages? Are their cross-channel methods cohesive and centralized? While our takeaways solely seize a small pattern of Nike’s full buyer expertise, the insights gained are relevant to different attire manufacturers and retail manufacturers generally.
As a brand new person, Nike did properly to assemble our data and welcome us as a Nike Member. They despatched not one, however two welcome emails describing the advantages of changing into a member with hyperlinks to obtain their app and discuss to Nike specialists.
One takeaway, particularly, nevertheless, is Nike’s assortment of zero-party information. Gathering information instantly from the shopper, moderately than by third events, ensures the info is extremely correct and aligned with the shopper’s preferences. Nike collects data like buyer identify and birthday to have the ability to present individualized messages to every person. But, there’s room to enhance their personalization efforts.
See how Nike can go a step additional with personalization and different takeaways within the evaluation beneath and make sure you try our different Customer Experience Analyses on HBO Max, ASOS, and e.l.f. Cosmetics.