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Nike is looking to build closer relationships with its global customers by offering its full range of digital services – including exclusive merchandise and access to its loyalty program – to those who purchase the brand through European retailers Zalando and JD Sports. .
Nike customers will be able to link their Nike membership to their JD Sports or Zalando accounts and access member-only benefits, including advance notice of new product launches, exclusive items and new digital experiences. The integration, which is currently live for JD Sports and coming in October for Zalando, will give Nike a more holistic view of Nike member purchases, while Zalando and JD Sports will be able to offer shoppers a more range of products and services.
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Nike tested the model in the United States with Dick’s Sporting Goods last October and is now offering it in Europe. It’s proven to be “a more effective way to serve consumers” that builds closer relationships, said Jim Reynolds, Nike’s vice president of market partners, via a call from the sports giant’s global headquarters in Portland. .
The goal is to allow customers to view their Nike purchases linked to their account in a more comprehensive way, according to the brand. It will also allow Nike to better understand how joint customers shop with its partners to enhance the consumer experience.
“The consumer doesn’t care about the distinctions we sometimes make, and they would like to be served in the most transparent way possible,” says Reynolds. “When they come across us in a multiplayer environment, they want as consistent an experience as possible. And our partners find it useful for them, too. If we both serve consumers better, that’s good for both companies.
He says Nike chose Zalando and JD Sports because they are “two of the leading retailers in our industry.” JD has “a very close connection with young people”, especially those interested in sports, while Zalando covers many different consumer groups, he explains. “In both cases, they were chosen because of their connection to the consumer [and also] because they are strongly oriented, like us, to the growing expectations of customers vis-à-vis retailers, and they serve them.
JD Sports Managing Director Regis Schultz says the partnership is “mutually beneficial” and “amplifies the combined strength of [our] brands with our common consumers, looking at their behaviors and journeys and creating new, richer and more engaging experiences”.