Selma Bourafai (group 6)

Nike: Brand Digital Analysis

E-commerce

E-commerce of NIKE jumped 82 % in the first quarter of the staggered fiscal year, ended
August 31, 2020. All markets are there, including North America, China and Europe. Online
sales offset the general decline in sales across all outlets at the height of the pandemic
(Mopin, 2020)
The statistics mentioned before show the importance of e-commerce and its main role to
increase the sales of the company.
The table below is used for the audit analyses of NIKE’s e-commerce:

NO NEEDS YES
IMPROVEMENT
The payment terms (overall credit rate, conditions, reserves and X
acceptance deadlines) are indicated
The estimated delivery time is indicated X
Exhaustive details, characteristic on the product X
The availability of products is indicated X
Presence of cross-selling X
Presence of virtual elements (test room, virtual consultant ...) X
Conditions of sale or use are accessible from all pages X
Preservation of the basket (even without registration, even after X
leaving the site)
Presence of a "favorite" area / to put the product aside X
Warranty / refund conditions are indicated X
An email is sent when the unavailable product comes back in X
stock
An order confirmation and order tracking email is sent X
The products can be classified by different criteria (price, size, X
brand, ...)
During a purchase it is possible to go back quickly and easily X

NIKE is one of the most successful brands in the world with a very identifiable and accessible
market covers the most elements of the audit checklist for example the payment terms (,
estimated delivery (figure1), presence of favourite area and refund conditions.
For ease of access, Nike divides its products into three simple categories- men, women and
child. Every product they have falls into these categories and the products can be classified by
different criteria like the price and size…etc.
 Figure 01
Another observation of the online purchase process, cross selling option is the most element
that explained the increasing NIKE’s online sales while its main competitor Adidas lacks this
option.

OVP (online value proposition)

Nike follows a differentiation strategy which aims to build a strong value proposition in order
to stand out from competitors so costumers are willing to pay a higher price than what the
competitors are offering by introducing a wide range of product lines and customisation
options like the introduction of NIKEID, which allows customers to customize their shoes and
gear. For example they are able to change the color of the “swoosh’, the overlay, and the
tongue of the shoes. NIKE tries always to ensure the timeliness and accessibility of the
product by delivering their product in the entire world and also treat with other strong
e-commerce leaders like Amazon. Other value proposition is plan out and spends the
necessary money and effort to make a clear difference in the community which will result in
more loyal consumers. Otherwise, NIKE also aims to strengthen customer service in order to
meet necessary needs and it ensures the data privacy and high-level security of the payment.
Nike also trying to satisfied their registered clients by offering free delivery with short
term. Additionally, NIKE Brand has a strong online presence for convenience of consumers.
While most brands have simply turned their apps and e-commerce sites into buying tools,
Nike has long understood that digital tools need to do more than support sales. In other term,
they need to fit into fashion of customers' lives by proposing online training club, other point
proof the creativeness and innovation in NIKE’s e-commerce channels.

References
https://fashionunited.fr/actualite/business/les-ventes-en-ligne-de-nike-explosent/2020092324788