“Digital is now fundamental and central to everything consumers do, and we are the clear leader in digital retail. We’ll double-down on that,” said John Donahoe, President and CEO of Nike during the brand’s recent announcement about Nike’s move toward more digital enhancements and activations, and a subsequent reorganization of Nike leadership. Donahoe added, “We think there’s some pretty fundamental shifts in consumer behavior that give us this opportunity to accelerate our progress. One shift is digital.”
Nike Hopes To Accelerate Direct-To-Consumer Retail Sales With Its New Digital Strategy
Nike’s new digital-forward retail strategy aligns with their Consumer Direct Acceleration (CDA) plan, which was announced in June. According to Nike, “CDA is a new digitally empowered phase of NIKE’s strategy to unlock long-term growth and profitability.” The Nike CDA plan includes a more “seamless consumer experience” and a unified technology foundation that will be more nimble and will more easily meet consumer needs across the Nike ecosystem. The Nike leadership changes are in service of their flatter, more streamlined approach to business. The CDA is the latest effort by Nike to accelerate their direct-to-consumer (DTC) position in the market, an area the brand has been emphasizing in recent years, with double-digit sales increases as a result.
Nike Opens New Digital Superstore, Nike Rise, In China
Nike’s digital footprint has…
