Wk6: How Nike uses its SNKRS app to capitalise on their die hard fans

Like it or not, the 21st century has opened us up to a whole new world. With mobile phones changing from a communication device to an essential, it is more important than ever that firms and companies capitalise on the mobile marketing era. In 2011 Google CEO Eric Schmidt said that "78% of smartphone owners use their phones while they shop", he also added that mobile growth is happening faster and with us now being in 2020 the growth is bigger than ever.

In 2015 Nike launched its Sneakers app 'SNKRS', the app was made with the purpose of granting consumers the ability to explore, buy and unlock the best of Nike sneakers. SNEAKRS provides inside access to the latest launches, hottest events and exclusive releases that Nike has to offer. Nike has understood the high demand for limited sneaker releases and wanted to cater to a specific market of 'sneaker heads' who are digitally sound in todays world of mobile technology. Nike launched the SNKRS app in an effort to stay closer to the customer through direct sales rather than wholesale. In 2017 Nike launched an initiative called the Consumer Direct Offense. The initiative is Nike’s Triple Double strategy: “2X Innovation, 2X Speed and 2X Direct connections with consumers.” This initiative paired with their new use of apps such as Nike fit and SNKRS allowed Nike to grow its digital business by over 38% in 2020. Shown below is the iconic catchphrase that is shown on mobile devices when a customer wins a sneaker raffle on the SNKRS app, this has become a very popular image as many enjoy posting their wins on social media and it has also become a meme as most people do not get this screen but rather lose the raffle.

Along with Nike's SNKRS app being able to ; solve a problem, be easy to use, free, and regularly updated it has used 4 key strategies to build a successful app. Although Nike made this look easy, and nothing ever is, there is 4 strategic ways any company can mimic Nike and emulate their successful use of mobile marketing to get ahead of the competition.

The first strategy is to focus on a narrow segment of your market. In this case Nike understands the power of their limited releases and their 'sneakerhead' fans. Sneakerheads are those who are fanatics about Nike and their sneakers and are often up to date with most releases and want the newest shoes all the time. Nike did not make this app for those who purchase one shoe a year but rather those who are their biggest fans. Nikes limited releases only correspond to 5% of the sneaker industry.

The second strategy Nike employed was focusing on data to inform product design. With the SNKRS app being out, Nike was able to employ technology that would analyse what the consumers would zoom in and out of on their app and this would allow them to make insightful decisions based off real data when creating new products.

The third Strategy Nike employed was providing unique and unforgettable experiences to customers. As we know, being amused or entertained by an app is not enough, and customers are looking for an experience, Nike was able to use the 'GOT EM' slogan to create a sense of achievement and joy for customers who won on sneaker releases. Furthermore they were able to create unforgettable experiences through their unique local releases that would trigger notifications for users who lived nearby.

The final strategy any company can employ to reach the success Nike has is offer an integrated in store and mobile experience. Nike understands the power of Mobile marketing but also understands the power of being able to attract these consumers into their stores through integrated efforts. An example of Nike doing this was in their new store type called 'Nike Live Stores', in these stores customers are able to request to try on shoes from their phones and scan products to find more details, all while being apart of a loyalty program.

To conclude I believe that any business today can take advantage of the mobile marketing era, as shown through Nike's SNKRS app, a successful and well planned strategy can reap great outcome for a company.

Please leave a comment and let me know if you've ever heard of Nike's SNKRS app and if you know of any other Mobile Marketing techniques from other companies. Thanks for reading :)