Nike takes steps to bolster site

Share this content:

Athletic retail giant Nike has undergone the first major renovation of its online store since the 1999 launch, seeking deeper product storytelling, faster functionality and enhanced customer service.

Nike, Beaverton, OR, turned to ad agency R/GA, which has worked with clients like L'Oreal Paris, Nokia and Verizon.

"Technology is always evolving, so Nike wanted to evolve, too," said John Mayo-Smith, R/GA chief technical officer. "We are always looking at ways to improve the user experience."

The new retail experience includes a name change to New shopping features are available on the site now, and others will be activated in the future.

The site features the latest in Nike shoes for the whole family like the Air Zoom Plus, which runs for $100. It also sells Nike brand clothing like the seamless long-sleeved top for women at $70.

Structurally, the new site is built on the Adobe Flash platform. Nike and R/GA, New York, redesigned and rebuilt the online product catalog to take advantage of Flash. Benefits include faster downloads, expedited checkout, better performance and a smoother, more intuitive user interface than the previous HTML site.

The result is a more dynamic online shopping experience. The most notable change to the interaction is that customers can navigate within the site itself. NikeStore's navigation system assigns each product a set of definitive characteristics such as color, sport category, price and product technology. Users can filter the entire inventory of Nike products, narrowing the 30,000 products on the site to those most relevant. Nike will continue to use the Endeca search platform that powers the current site.

"The e-commerce experience that consumers are having online is much more seamless today," Mr. Mayo-Smith said. "Instead of waiting for an HTML page to load, now things are faster. Nike wanted to stay on the cutting edge."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above