Nike offers Zalando and JD Sports customers loyalty perks in exchange for data

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Nike is seeking to build closer relationships with its global customers by offering its full range of digital services to brand shoppers through European retailers Zalando and JD Sports – including access to exclusive products and its loyalty scheme. Is.

Nike customers will be able to link their Nike membership to their JD Sports or Zalando accounts and access members-only perks, including advance notification of new product drops, special items, and new digital experiences. The integration, which is currently live for JD Sports and coming to Zalando in October, will give Nike a more holistic view of Nike member buying, while offering Zalando and JD Sports buyers a wider range of products and services. will be able to offer.

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Nike tested the model in the US with Dick’s Sporting Goods last October, and is now bringing it to Europe. It has proven to be “a more effective way to serve consumers” that builds closer relationships, says Jim Reynolds, Nike’s vice president of marketplace partners, via a call from the sports giant’s global headquarters in Portland.

The goal is to let customers see the Nike purchases linked to their accounts in a more complete way, according to the brand. It will also allow Nike to better understand how combined customers shop with their partners to strengthen the consumer experience.

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“Consumers don’t care about the distinctions that we sometimes make, and they want to be served as seamlessly as possible,” says Reynolds. “When they face us in a multiplayer environment, they want the most consistent experience possible. And our partners find that’s helpful for them as well. If we serve both consumers better, that’s good for both companies. Is.”

He says Nike chose Zalando and JD Sports because they are “the two major retailers in our industry”. Jedi “has a very close relationship with the youth,” especially those interested in the game, while Zalando spans several different consumer groups, he explains. “In both cases, they were selected because of their consumer connections. [and also] Because they have a strong orientation towards increasing customer expectations from retailers, serving them as we do.”

JD Sports chief executive Regis Schultz says the partnership is “mutually beneficial” and “enhances joint strength”. [our] Brands with our shared consumers, engaging in their dealings and journeys and creating new, richer and more engaging experiences”.