Are Nike Member Days the future of loyalty? – RetailWire
Jan 03, 2022
In November, Nike broke member engagement records with the launch of its first globally coordinated Member Days event. The event, launched in 2019, offers loyalty members privileged access, offers and rewards over five themed days.
“From exclusive member product offers to our first member events streamed live from our Nike Town London and Passeig de Gracia Store in Barcelona, we’ve created a distinct member experience and set a record for weekly active users on the Nike App in North America, ”Matthew Friend, Nike EVP and CFO, said in the company’s second quarter call to investors last month.
The US event in November included:
- November 9 – Member exclusive running shoes and clothing: Exclusive access to new cold weather running clothes as well as the re-release of the 1979 running shoe, Daybreak, updated in retro colors.
- November 10 – PeacePlayers Celebration: Members earned a badge of achievement in the Nike Run Club app by running a 5K or participating in other outreach activities for PeacePlayers, an organization that uses basketball to unite young people in divided communities.
- November 11 – Save up to 50% on select styles: A flash sale offered discounts of up to 50% on various styles.
- November 12 – Nike By You Kyrie 7 Exclusive: Members had the chance to customize the new Kyrie 7 shoe style with Nike By You.
- November 13 – Air Force 1 exclusive: Members got access to the latest Air Force 1 in World Kindness Day inspired colors.
Nike attributes its strong member engagement to the options it gives customers to connect digitally. Forty percent of Nike this year’s online sales came from the brand’s mobile apps.
“Not all brands in our industry or other industries are able to have this direct connection to consumers,” said John Donahoe, president and CEO of Nike. “That’s why we’re so focused on our full funnel, bringing new members to the top of the funnel, engaging the middle of the funnel and, of course, translating that into strong, deep relationships. “
Most of the member events of other retailers appear to be largely sales-related, including Amazon Prime Day, early access to major sales events such as the Nordstrom Semi-Annual Sale, and Friends and Family Days of Macy’s, Gap and others.
DISCUSSION QUESTIONS: Would an extended days program similar to Nike member days work for other retailers? What can other Nike retailers and brands learn about digital member engagement?
“Not all brands have the brand equity or the product line to emulate these strategies. But the spirit of the strategies must be adopted by each brand. “