Sports retailer Nike currently makes just over a billion dollars (£674 million) annually through their eCommerce channels and expects investments over the coming years to push it to a whopping $7 billion (£4.7 billion) by 2020.
It may seem like an ambitious target, but it is by no means unrealistic. Sales on Nike.com increased by more than 50 percent in the three months to November, partly thanks to launching online sales in Canada, Switzerland and Norway. They also plan to do the same in Turkey, Mexico and Chile in the next few months.
According to Nike, there’s going to be four billion people with disposable income and a mobile device in an area where there is a Nike store by 2020. They are aiming to better link up the online inventory with that in their stores, in a move they are calling “seamless commerce”.
It is essentially Nike’s interpretation of omnichannel marketing, and how it limits the number of times people leave Nike stores because they cannot find what they are looking for.
Over the past 18 months, Nike has linked all of their stores to its mobile checkout and in-store digital commerce platform, so that customers can shop online and in-store seamlessly in a single transaction. This was recently launched in the UK and is spreading across Europe.
In order to fuel this shift, Nike is offering incentives to shoppers to complete their buys in-store. Nike+ members can pick up loyalty points, whilst those who do go on to buy whilst they’re in-store will get free returns.
This is offered to encourage more people to buy virtually in-store, as they can always return what they don’t want for free! As a result of this, all staff are being trained on how to operate mobile devices.
The Nike eCommerce transformation started in 2012 when it moved all its shopping sites under one platform. Earlier this year, Nike became the first retailer to have mobile traffic to its eCommerce site exceed that of desktop traffic.
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