Can It Help Consumers Interact With Consumers In The United States?

In March, when

At the 2016 Innovation Conference, it announced that an upgraded version of Nike+ APP was full of confidence, claiming that it could help consumers achieve personalized experience.

After 5 months, Nike finally installed the app in August 1st, supporting iOS and Android. According to the official statement, "a Beta beta test version for waiting people" is still in the US alone.

It can be downloaded.

Landing on the APP Store account in the US area, Nike+ displays the first place on the home page "new APP bar".

After downloading and opening, Serena Williams and Ashton Eaton will greet you with a tensive black and white photo.

If you have installed any Nike+ (APP, Running, NTC, etc.) in your cell phone and log in to account, the new Nike+ will automatically login for you.

After asking shoes code and interested sports area, you come to the main interface.

Basically, Nike+ is the APP version of Nike official website.

There are four tabs: information flow, my store, service, inbox.

The main function of the whole APP is still mobile.

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In the classification of My Store, according to "selected week", "your attention categories (such as Jordan and NIKEiD)", "all categories" arrangement.

Including Nike Lab, products sold only on the official website can be searched and share the same stock with the official website.

Shopping on APP only supports all States sent to the United States for free delivery, and can be returned within 30 days. APP also supports NIKEID ordering.

1/2 however, after trying to change the category I was concerned about, the products recommended this week did not change.

Show the number of kilometers you run in the past, your NikeFuel value, shopping orders, offline activity schedule and so on, and the categories you pay attention to.

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"Information flow" temporarily blank

The leftmost Information Flow tab is still a blank, but according to the official introduction, it should show various new information, countdown, Nike training for athletes, Tips (including product recommendation), offline activities in the city and so on.

And according to the introduction of Nike, it seems to be self timer, though I haven't found a release button.

Is it because of the relationship in China?

Basically, all service entries are provided.

In the Services (service) classification, you can contact the customer service, make a reservation for offline one on one shopping guide, make an appointment for NTC/NRC training and running activities, check store location, download other APP of Nike+ series.

The whole feeling is very similar to the after-sale service of apple.

Social functions?

You can see 42 items of "like" and a comment below the selected items this week. Then you will find that these users can add friends.

But after adding friends, there is no more information except for the categories they are concerned about.

It is not yet possible to experience the kind of seamless, personal customization, Nike / product / athlete / brand and offline activities that sports brands claim, which is probably related to our region.

In addition to those relatively easy to pplant content push and offline activities, offline logistics services may be a barrier to the APP's ability to stand in an area.

There is no news about when Nike+ will be launched in other countries.

In addition, a new digital studio opened in New York is also launched along with the APP. It is reported that the team will focus on enhancing the customer's digital experience.

The 12 employees of the entire studio came from the Virgin Mega team that Nike just announced. This is a virgin APP company to attract APP from the millennial generation. Richard Branson, the founder of virgin, published an article yesterday, announcing the news, titled "a charming virgin subsidiary you have never heard of before being bought by Nike."

According to Nike's four quarter earnings report, the company's "creating demand cost" reached US $873 million, spending increased by 7% over the same period last year, mainly in terms of digital input, while operating expenses also increased by 7% to 1 billion 900 million US dollars, mainly for DTC (Direct to Consumer) investment.

The publication of Nike+ can be regarded as the main achievement of this money output.

More and more consumers are shopping by mobile phones. For this reason, Nike needs to take the lead in the digital field to maintain its market position.

From the perspective of Nike+'s function, they are not satisfied with making it an electronic business application. Past experience has proved that a brand's own shopping app usually doesn't end well if it doesn't have more valuable functions.

As of last night, Nike+ received an average of five stars in the APP Store, a total of 107 comments, most of the feedback is very positive, they are probably ahead of the subscription of APP Nike to remind the Nike fans.

And whether this application can really help brands continuously interact with more consumers, it takes time to prove it.