On a call with investors, Nike president and CEO John Donahoe offered new insight into the exciting stories behind the brand’s SNKRS app. The CEO completed the introduction of Off-White x Nike Dunk Low, a collection of 50 different colors released exclusively on the app for a number of weeks in August. Let’s explore this story with Storepc.
These shoes are offered through “exclusive access,” a launch process that gives app users the chance to purchase a sought-after shoe based on more than 50 numbers. “This approach sends personalized purchase recommendations to members based on their engagement with SNKRS, past purchases and other criteria, using data science,” says Donahoe. data to promote digital membership. “For example, 90% of offers to join Off-White Dunk go to members who have failed in a previous partnership with Off-White in the past two years.”
His remarks, made during Nike’s fiscal 2022 first quarter conference call, are a rare example of the company being transparent about who gets to buy the limited-edition shoes it sells through. SNKRS. The app has been a huge disappointment for sneakers shoppers, who have anticipated failure when trying to buy products on the platform that often sells out in seconds. But Donahoe says the exclusive counter model the brand updated this year ahead of the Off-White Dunk release, offers a better way to satisfy consumers.
“Off-White Dunk is finally in the hands of hundreds of thousands of our most deserving members, creating what we call a ‘mass monopoly’. And this improved consumer experience has a positive impact on the entire business,” said the Nike CEO. more, driven by their winning energy.”
The app came under public scrutiny this year following the scandal surrounding Ann Hebert, a former Nike Vice President who resigned after Bloomberg Businessweek published a report on the sneaker resale business. of her son. Hebert’s intentions at Nike included the SNKRS app that fueled conspiracy theories that the company’s release system was unfair and that its most coveted product was being turned over to a privileged few.
Following Ann Hebert’s resignation, Donahoe said during an internal Nike meeting in March that the brand would examine its launch processes and work to regain consumer confidence. Nike Direct, the company’s division that deals with direct-to-consumer sales, has since set out a global equity mandate to “ensure 80% of its members are perceived fair through the lens of access, bot mitigation, clarity and accountability”. This mission was mentioned in an August meeting at Nike.
During this week’s call, Nike’s CEO described his own experience with SNKRS. In response to a question at the end of the call about Nike’s Nocta golf collection, the latest in a series of releases in partnership with Drake, Donahoe said he purchased an item from the app. “I had an SNKRS win this morning with the Nocta line. I am very happy,” he said. “It’s a great collection. Anytime you win on SNKRS, it’s a joy. I’m in the process of working out at one of our gyms on the premises. I stopped training at 7 a.m. to see if I would win, and I won. So I’m very excited about that.”
It is an introductory article about Nike’s CEO saying that Off-White Dunk has reached the most deserving users. Please continue to follow Storepc to update the latest information about sneakers.
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