Improving the customer journey
Preparing for Rio 2016: site experience, conversion, CRM, responsive email, A/B testing and in-app marketing.
From January 2014 through July 2016, my e-commerce role at Nike Brazil included helping improve the customer experience and conversion. I worked across the site, CRM, email and in-app marketing as part of the team's effort to improve Nike.com Brazil.
The challenge
Driving traffic was one part of improving the online business. The experience people had on the site and through customer communications also needed attention. My scope included improving that experience and helping more visits lead to a purchase.
My contribution
I helped improve the site experience and conversion, and worked on CRM and in-app marketing. Email was a concrete part of that work: I built responsive HTML email templates and used A/B testing.
A concrete change: responsive email and testing
The responsive templates made email layouts adaptable to different screen sizes. A/B testing provided a way to compare variations in the communications. These were practical changes within my work on the customer journey, alongside the broader site and conversion effort.
Outcome
I helped improve the customer experience and conversion. The conversion improvement belongs to the overall team turnaround; it is not a separately measured result for the email templates, a test variant or an individual campaign.
Preparing for Rio: participation across touchpoints
The public campaign activity ahead of Rio provides useful context for the range of digital experiences around Nike. In November 2015, Nike announced Vem Junto, encouraging people to organize runs, with Nike+ participation connecting people through an ongoing activity. Wieden+Kennedy São Paulo developed the concept; R/GA São Paulo designed and developed the platform. [1]
The 2016 NikeWomen Victory Tour offers another example. January reporting described applications through Nike.com.br, weekly email instructions, app-based training and confirmation by email before the Rio event. Trade coverage scheduled the run and training session for April 10 and described a downloadable 12-week training plan. [2]
Registration, preparation and participation formed an announced journey across a website, email, apps and an event. This shows the breadth of Nike's customer touchpoints during the period. Participation and a completed purchase were different actions; the public reports do not assign this specific journey to my team.
My own contribution was the confirmed e-commerce work described above. My tenure ended in July 2016, during the preparation period and before the Games.
Explore my Nike work
Role and team turnaround · Growing Nike.com Brazil · Improving the customer journey · Improving the marketing operation
References and credits
- B9: Vem Junto announcement, November 2015. Corre Junto: Nike / Wieden+Kennedy São Paulo; film copy hosted by Fernando Marar, thumbnail supplied by Vimeo.
- Folha Vitória: announced registration and email journey · Meio & Mensagem: Rio event announcement, January 2016. These sources describe the planned journey; the Folha Vitória page also displays a later update.