Case Study: Nike achieves omnichannel retail transformation and stronger customer loyalty with Shopify

Dissecting Nike's Omni-Channel Experience

Nike, the global athletic brand, faced the challenge of moving from a legacy wholesale and retail model to a scalable direct‑to‑consumer, omnichannel strategy while competing with faster rivals and managing the complexity of a large, slower-moving organization. Leadership prioritized delivering a consistent, personalized customer experience across channels to boost retention and protect market share amid pressure on sales.

Nike built NikePlus — a data-driven loyalty and app ecosystem (Run Club, Training Club, SNKRS) — and tied it to innovative, localized brick‑and‑mortar “Trial Zone” stores to personalize onboarding, reservations and product experiences. Combined with selective platform partnerships (Zalando, Tmall, Amazon) and stronger inventory controls, the approach increased direct‑to‑consumer engagement, made members roughly three times more valuable than anonymous buyers, and created a repeatable omnichannel model Nike continues to scale.

Nike

Phil Knight

Founder