STAGES OF THE PURCHASE

PROBLEM RECOGNITION INFORMATION SEARCH

PROCESS
Identification of athletic or Seeking information about
NEED OF THE CUSTOMER style needs Nike products, prices, and
features.

Online exploration of Nike

CUSTOMER ACTIVITIES offerings and comparison
with other brands.
Nike website, social media,
TOUCHPOINTS
physical stores.
Easy access to detailed and
CUSTOMER EXPECTATIONS accurate information about
Nike products
Positive: Easy of finding
EXPERIENCE (POSITIVE, relevant information
NEGATIVE)

Negative: Finding bad

information about nike or not
find information at all

Improve visibility and Optimize navigation on the

OPPORTUNITIES FOR availability of products in Nike website and accessibility
IMPROVEMENT physical and online stores. to information.
 ALTERNATIVES EVALUATION
Comparing Nike products with
other brands considering quality,
style, and price.
Reading reviews, comments, and
opinions from other users.
Online forums, social media, friends'
and family's opinions
Confidence in Nike's reputation and
quality compared to other brands.
Positive: Conviction of making the
best purchase decision.
Negative: Other brands fit better
with the neds of the customer
Expand options for comparison and
customization of products online.
PURCHASE PROCESS POST-PURCHASE SERVICE
Selecting the Nike product Having a good product with
and preferred purchasing possibility of returns and a good
channel in order to have it customer service.
Making the purchase in Communication with customer
physical stores or online. service, warranty registration,
returns.
Online purchase page, Customer service center, social
Nike physical store. media, email.
Smooth purchasing Quick and effective response to
process, timely delivery, queries, issues, or returns if its
and expected product. need
Positive: Satisfaction with Positive: Quick problem
the product and resolution and personalized
purchasing process. attention
Negative: Having Negavtive: The product came
problems paying, with the damage and the anwers of Nike
delivery, or the product it was not quick
self
Streamline the online Reinforce training for customer
purchasing process and service staff and problem
product delivery. resolution and having a quick
delivery for online products