Nike membership drives digital growth

Author

Stephen Babcock
December 22, 2022

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Nike’s digital revenue grew a whopping 34% in the most recent quarter. A key driver of this was the brand's membership program, which saw record engagement as it provided access to perks across online and offline channels to a roster of people that is now 160 million strong. Also growing: The number of members who spend more, and make purchases more frequently.

Social commerce allows brands to make a marketing splash with easy purchases. But to make the whole system work, it’s necessary to have enough inventory to fill all of the orders that come in. Brands like Charlotte Tilbury, Maybelline New York and even the Home Depot talked to WSJ’s Logistics Report about balancing virality with supply chain readiness. – Wall Street Journal

In a holiday season filled with ecommerce shopping experience upgrades, Google has one more release. New features on the Chrome browser will share price drop notifications, find discount codes on items placed in a shopping cart and price check with Google Lens. Is the browser Google’s path to expanding shopping beyond its own site?

One of the most closely tracked behaviors of this year of inflation is whether consumers are trading down to smaller items, or switching to store brands. While Colliers reports that three in five consumers indicated they will switch to private label in the near-term due to inflation, there are signs this trend could be sticky. The report states private label brands will account for 21.6% of sales by 2026. – Supermarket News

Finally, a hopeful note. Consumer confidence improved in December, bouncing back after two straight months of declines, according to the Conference Board. Falling gas prices helped to improve the buying mood in the near-term, even as there were signs that people are pulling back on bigger-ticket purchases.

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