Nike recently launched its first-ever free brand app, as part of its efforts to accelerate digital transformation in Southeast Asia and India. The Drum speaks to Xia Ding, VP, Nike (direct and digital commerce), Asia Pacific & Latin America about the launch of the Nike app in the APAC region and how it helps fuel digital transformation.
As APAC markets get more and more digital, not just in media consumption habits but even the purchase journey, brands are re-looking at their business models and marketing strategies. Leading sportswear brand Nike has launched its app, to buck up on its digital transformation journey and give users across Singapore, Thailand, the Philippines, Malaysia, India, Taiwan and Vietnam personalised access to the world of Nike.
“The Nike app represents the latest investment in harnessing this opportunity for growth in Southeast Asia and India and will help forge meaningful one-to-one relationships to serve members like never before”, says Xia Ding, vice president (direct and digital commerce), Nike - Asia Pacific & Latin America. She also shares what went into launching the app and how it will help the brand take its narrative forward.
The launch blueprint
Recognizing that consumer expectations and behaviour have shifted fundamentally, largely driven by the desire to have direct and digital access to the brand offerings, the Nike app launch marks an important step in Nike's digital evolution across Southeast Asia and India, says Xia Ding.
The Nike app is now available in Singapore, Thailand, Philippines, Malaysia, India, Taiwan, Vietnam and Indonesia, she adds. The region accounts for 30% of total global app downloads for the brand. The app campaign has been featured on Nike’s owned platforms and social channels, in-store and amplified through key athlete voices.
App's taking the brand story forward
The company has already seen tremendous success with the Nike app across the globe. “It is the fastest growing platform helping to fuel Nike’s digital growth across the marketplace," according to Ding.
With the app, Nike is driving a new era of personalized performance by offering quick and easy access to exclusive products, inspirational content and a global sense of community with other Nike members.
Nike’s big bet on the complex APAC market
Studies indicate that 70% of Southeast Asia is now online, and this region and its digital native consumers represent an important source for brand growth for many global companies.
The key focus while developing the Nike app for Southeast Asia and India was ensuring that the content, experiences, services and product that it offers are predominantly customized based on what the customers in these markets want, shares Ding. Over time, this focus will become even sharper as learnings accrue from member behaviour and engagement, and the personalization can be done to an even greater extent, adds Ding.
Life for the brand beyond an app
Finally, the app is more than just a commercialized app, informs Ding. “It inspires, enables and equips people to move and make sport a daily habit, and serves as an integral part of the expansion of our digital ecosystem.”
More than just a shopping experience, the app includes access to sport and style guidance, one-of-a-kind experiences and events, community, inspirational stories and content.
With this launch, the brand hopes to forge meaningful one-to-one relationships to serve members via a digital Nike hub in the palm of the customer’s hand, where they'll receive product recommendations based on what they love.