Launch A New Online Retail Experience With Facebook, Nike Digital Marketing Is Unwilling To Lag Behind

The latest report of Gartner L2, a business think tank, shows that Adidas's "digital IQ index" ranks first.

A year ago, Nike was the top of the list, and the US brand that was surpassed was clearly not willing.

"If you are a brand seller, how can you help users experience products without providing real products? AR is the closest approach."

Messenger product director Stan Chudnovsky said his view touched Nike, the sports giant.

In May 2nd, the F8 global developers conference was held in San Jose, Silicon Valley. Mark Zuckerberg, chief executive of Facebook, announced the latest functions of its Messenger application, of which the AR function attracted people's attention.

The social giant said that this function can deepen the relationship between enterprises and consumers, so that people can see products in full before consumption.

Brands can use this augmented reality technology to enhance their shopping experience.

At the same time, Facebook encourages enterprises to provide content and customer services through Messenger.

Nike is obviously interested in it. The sports giant has become the first group of partners, as well as ASUS, KIA cars, and so on.

Brand.

In cooperation with the Internet giant Facebook, Nike is trying to build a new retail platform in the mobile terminal.

Nike is the first partner.

It is reported that consumers can interact with Nike as long as they connect their account on Nike platform SNKRS with Messenger application.

People will first be prompted to open the camera and use the pre designed augmented reality effects to see the digital objects stacked in the real world.

In other words, a pair of

Or one piece.

Just like the real scene appears in front of the user.

AR scene presents Nike products

This means that consumers can browse a product at any time and anywhere, at any angle, through a series of operations such as rotation and scaling, and get a close box opening experience.

At the same time, users can take pictures or videos and share details with friends to get references.

Share products with friends instantly

Nike hopes that this new consumption experience based on mobile Internet can become a new retail mode for limited edition sports shoes.

At present, the Messenger application has 1 billion 300 million users. The AR function of the enterprise is first launched in the form of internal measurement, and then is fully promoted to the market.

An important reason why American brands are actively trying online new retail mode is that Nike's digital marketing business is being challenged by its competitors.

Gartner L2 is a business think tank that benchmarks the digital performance of brands.

Recently, it has tested 74 sports brands in the United States, including e-mail marketing, website consumer services, product customization, social media operation and mobile terminals, and gives corresponding scores.

In mid April, the latest report released by Gartner L2 showed that Adidas's "Digital IQ Index" ranked first in the world and became the only sports brand rated the highest level of "Genius".

A year ago, the top ranking company in the list was Nike, which is now overtaken by competitors.

Although the US giant has the highest number of visits to its e-commerce platform, Gartner L2 said that due to the lack of fluency in the classified pages of Nike's official website and the lag in the digital input of the brand, Nike has dropped from the highest "Genius" to "Gifted" of second.

The layout of the competitors is still continuing. Adidas CEO Caspar Rosd said recently that the German brand will increase by 900 million euros in 2018, mainly for investment digital business. It will further shift the channel to the online field and reduce the number of physical stores.

In fact, Nike CEO Mark Parker said at the end of 2017 investors' day, "in the next 5 years, digital channel revenue will rise from the current 15% to 30%."

Nike said consumers want to get quality experience, faster and more personalized services, and brands will do business pformation, looking for growth through innovation, speed and digitalization.

Now, under the sniping of Adidas, Nike has to accelerate the layout of digital business.