Nike
Understanding present and future customer behaviour to drive sales
Brand Challenge
To create the future shopper of sport by understanding the behaviour of consumers (athletes) when they are shopping, browsing and training.
Blurring the boundaries between gym, retail and digital to accelerate product moments, and drive sales of Nike apparel.
Approach
A comprehensive behavioural analysis plugged into a strategic sprint workshop to generate innovative retail ideas.
Comprehensive behavioural analysis
We used a blend of contextual, questioning and observational research techniques to build a complete picture of how consumers see, think, feel and behave when they’re visiting the gym. This included behavioural qualitative research, video diaries, behavioural mapping and semiotic research to build a 360° understanding.
Strategic sprint workshop
Our research was directly inputted to a strategic sprint, where we brought the core team together in an intense and time-bound environment to generate big strategic ideas and smaller initiatives to improve retail sales of Nike products in DWFF gyms.
Transformation
100+ insight-based innovative initiatives
Several ideas and initiatives from the strategic sprint were brought to life creatively, to determine the most impactful way they could be executed which helped Nike gain internal buy-in.
Rapid innovative launch
The most successful idea, ‘Kit & Collect’ was launched soon afterwards.
