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How Nike Leveraged on ZALORA’s Trade Data to Elevate Consumer Experience in Their Seasonal Campaigns During an Extraordinary Time
When consumer shopping behaviors swapped checkout lines for online shopping, Nike’s digital transformation strategy has proved prudent in times of COVID-19. TRENDER Professional helped Nike fuel its goals during a challenging time over the holiday season in 2020, as regional retail sales increased by 105% YoY with a 95% uplift in total units sold despite the COVID-19 pandemic.
About Nike
Nike, Inc. is an American multinational association that is involved in the design, development, manufacturing and worldwide marketing and sales of apparel, footwear, accessories, equipment and services.
Nike’s mission is to bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete
The Story
Nike boosted its digital strategy amidst the COVID-19 pandemic to adapt to the “new normal” by using ZALORA’s TRENDER Professional in 2020. Through the capability of interactive dashboards on TRENDER Pro, Nike was able to analyze every aspect of their business on ZALORA, from sales performance to traffic and product insights as well as customer data, thus enabling them to make data-driven decisions such as which products to sell or promote across mega sales moments on the ZALORA platform.
Based on these insights harnessed from the data solution, Nike successfully launched premium Nike Holiday Boutique campaigns with the following strategies that sought to elevate the consumer experience through brand story-telling and a differentiated partner gifting journey:
Digital Acceleration To Engage Consumers
- Paid Marketing
- Holiday Boutique Landing Page
- Festive Bra & Tights Studio
- Social Media & Influencers Marketing
Leverage Co-Branded Gifting Moments
- Curated collection combining Nike home essentials and stylish lifestyle accessories.
- Collaborated with top beauty brands (Benefit, Laneige) to cross-sell Nike top products with beauty must-haves during the festive season.
Key Highlights
2020
Oct - Dec Campaigns Period
+105%
YoY Regional Retail Sales
+95%
YoY Total Units Sold
+73%
Sales Uplift in Launch Week
4X
Weekly Sales of 11.11 & 12.12 Campaigns
Results
Nike reached an amazing +73% sales uplift in their Holiday Boutique launch week, and achieved 4 times weekly sales for both their 11.11 and 12.12 campaigns on ZALORA. Moreover, Nike’s Inspire & Ignite Her To Move In Style campaign garnered 3 million homepage impressions and over 300,000 product views on ZALORA Philippines.
+73%
Sales Uplift in Launch Week
4X
Weekly Sales of 11.11 & 12.12 Campaigns
3M
Homepage Impressions
300,000
Product Views
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