Nike: Direct Relationships & Digital Penetration

And while these touch points seem like nice-to-haves on their own, the data shows that the LTV of a customer is 4x if they connect with Nike on two or more platforms.

Interestingly, Nike has been pulling out of what it calls “undifferentiated retail”: stores that are too broad in their target customer. One example of this is when they pulled their products out of Amazon.

Their goal at the time was to have 30% of their business be digital by 2023. They hit that goal in 2020, three years ahead of schedule.

In 2017, Nike announced a corporate initiative called “Consumer Direct Offense”. The idea was to invest in their direct-to-consumer capabilities.