Multichannel marketing is the method of applying offline and online marketing communications channels in order to aim and target your customers with your products. The main and primary determination of a multi-channel marketing plan is to design an action plan and tactics to use the resources that are required to accomplish the sales targets of the business. In a huge competition to be succeeded in the Omni-channel retail industry, the sports footwear company Nike has set up some precise aims and objectives, one of them is to manifold its direct connections to the customers and visitors with the help of digital platforms. This paper will discuss the tactics and action plans of Nike Company.
Nike has presented the Omni-channel culture in 2006 by launching one of the most successful Nike+ programs that were implemented with the corporation of Apple Company. This partnership permits the users to link Nike sneakers with that of an iPod and helps to track certain measures such as calories burned, distance traveled and time taken to travel the distance. All the information is directly synchronized with the Nike+ web portal which results in bringing a digital community of athletes(Flynn, 2015).
Nike+ was proven to be one of the customized web portals that could incorporate all Nike consumers. The portal includes many surveys and questions about the favorite product, quality, and comfort that subsequently help in brand personalization according to the customer’s feedback.
Many surveys have pointed out that the Nike+ strategy is proven to be the best to deal with customer retention. In one survey, 46,000 buyers were examined to study the impact of retail Omni-channel(Piskorski & Johnson, 2012). The result concluded that
- 7% buy the products online solely
- 20% buy Nike’s products from physical stores only
- 73% used multiple channels to search for the product and buy it (Piskorski & Johnson, 2012).
By offering digital access to all the news, stories, and programs to the customers, Nike’s tactic has successfully filled the offline-online gap and attempted to convert its visitor into potential buyer.
Nike’s action strategy includes constant emphasis on innovation, and focus on customer satisfaction which is to give their best to produce the best apparel, footwear, and athletic products that could eliminate or reduce the likelihood of any wound and supports expand the performance of athletes.
Nike has a comprehensive action plan that includes six key aspects:
- Engaging Nike+ visitors to become potential customers
- Product Refinement and Customer Experience from Nike+ feedback
- Growth in revenue and profit
- Increasing investment in business and brand
- Embrace New Technologies
- Familiarize to the requirements of your buyer(Larson, 2011)
Nike’s determination for efficiency is proven to be an important supporter of its strategic action plan. The company is focusing on using reusable and recycled material that has little to no impact on climate. Nike feels pride in designing holistic tactics for sustainable operations and moving from offline marketing tactics to online interest-based marketing.
Integrated marketing communication for Nike includes branding, advertising, direct marketing, cyber marketing, sales promotion, individual selling, and promotional and public relations. The company is using both the traditional and digital marketing tools of mass media in order to reach its potential buyer and customers. The main emphasis of IMC tools is on building collaborations and interactions among numerous advertising and marketing mediums to deliver a steady message to the customer. One of the most important portions of the IMC plan at Nike is the constancy in brand communication that has expanded noteworthy brand evenhandedness in the international market.
Nike’s marketing strategies, tactics, and actions have taken the company to new heights within the industry and become a globally recognized brand.
Flynn, P. (2015). Nike Marketing Strategy: A Company to Imitate.
Larson, D. (2011). Global Brand Management—Nike’s Global Brand. ISM Journal of International Business, 1(3).
Piskorski, M. J., & Johnson, R. (2012). Social strategy at Nike.