Cutting costs, and taking advantage of their third-largest market in China, Nike has reported higher-than-expected second quarterly sales. Nike has always had athletic endorsers to help their direct-to-consumer presence. In the U.S., Nike has been running a pilot test program on Facebook and Amazon. In China, they have spruced up store layouts and have increased e-commerce effort through the partnership with Alibaba.
The company’s sales in China rose 9 percent in the first quarter ended Aug. 31.
While online and mobile commerce has transformed the shopping experience, 91% of all retail sales are still generated in brick-and-mortar stores. As a result, merchants are investing in improving the customer journey via the digitization of the in-store experience, getting “phygital,” so to speak.
Retailers are on a mission to streamline the shopping journey for consumers and mitigate shopping pain points that have long bedeviled store associates, like tracking down inventory. Stores are banking on the shift to these “phygital” upgrades to provide an unprecedented, real-time picture of the actual inventory in the store — whether it’s on the shelf or in the back room while upgrading the customer experience.
Connecting With Consumers
Today there are all sorts of ways to connect and reach consumers, but how do you know if you’re reaching them on the right platform?
In an age where consumers are drawn toward social media, it only makes sense that social media is the best way to connect with them. Today, 60 million businesses are on Messanger, and there are 2 billion messages sent between users and businesses every single month.
This shows just how well both users and businesses are taking to the new trend. And, with more people sending private messages rather than uploading traditional, star-rated reviews on Facebook, the app is making a positive impact on real-time sales.
Over a year ago, Google announced a “connected” jean jacket that will allow bike commuters to use their phones. For instance, a bike commuter could instead touch their jacket’s cuff and use gestures to control various functions that they would otherwise have needed to pull out their phone for – like handling calls and messages, adjusting the volume, or navigating with Google Maps.
Google partnered with Levi’s to create this jacket that is now available to purchase for $350. The new smart jacket takes advantage of technology from Google’s Advanced Technology and Projects group (ATAP), which involves weaving multi-touch sensors into clothing.
I am currently a senior majoring in Retailing and Consumer Sciences while minoring in e-commerce. I hold the position of Social Media Manager for the Terry J. Lundgren Center For Retailing at the University of Arizona, where I am responsible for creating social media platforms that not only enhance our brand but also educate the world about retail trends. I am what you call a Retail Enthusiast, I am intrigued by the way the retail industry is evolving and what it has to offer. In my free time, I enjoy the outdoors, yoga, good music, and good company.