Customization.........it's what we all want isn't it? Nike certainly believs so. They have had a lot of success with thieir Nike ID shoe customization system. Frankly, im surprised by this. I assume Nike must be getting it's loyal customers. Shoes are just one of those products I always assumed would be preferred to be bought in the store due to shoe sizes, comfort, etc. To me, online ordering pre-made products such as books or electronics always made the most sense. I visited Nike's web site www.NikeId.com and I have to say, it's pretty sleek. Seeing your customizations come to fruition in front of your eyes is a delight.
Perhaps customers aren't thinking about the fact that their shoe could be the wrong size or fit because it's so much fun making your own shoe. Perhaps it is more about the experience, than the end result itself. It's not like Nike is offering a discount on these shoes, in fact it is more expensive. I stumbled across a informative and humorous video on YouTube...
Companies should be taking note, online customization could be the key to online sales. The key in my opinion is doing what Nike has done, make a flashy looking web site in which users can see their customizations.
Subscribe to:
Post Comments (Atom)
4 comments:
haha...i never thought of what you would do if you got the wrong size shoe. They can't have you return it and then sell it to someone else. Statistics show that women return 1 out of every 3 items they buy online...hmmm...it would be very interesting to see the return rate of NikeID.
I believe the NikeID for that exact reason is designed not to make money but rather be a linchpin brand of the Nike Corporation. It builds consumer loyalty rather than increase profit.
I will admit that I have gone to the NikeID website just to design shoes that i wasnt even going to buy just because it was fun designing what I wanted to see in a shoe.. And i think that is the main appeal of online customization, customers are able to make specific products they want appear before their very eyes
Jaz, nice stat! I was thinking the same thing...Nike offers full 30 day refunds as well however they do say they "reserve the right to limit refunds." Nike also runs into issues with what they are allowed to customize. I ran across this really funny article http://archives.lists.indymedia.org/imc-houston/2001-February/000461.html
Someoen requested that "Sweatshop" be put on a shoe....
Nike has been successful with online customization. What other brands do you think will follow this customization trend?
Post a Comment