How Nike weaves consumer insights into new sneakers

Author

Stephen Babcock
March 23, 2023

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Shopper data isn’t only a powerful tool for marketing. Nike is putting consumer insights to work as it develops new footwear lines, from feedback on running shoes to a new Air Max model powered by polling data. CEO John Donahoe said the insights help to answer: "Who are the consumers we want to serve and what are they looking for?"

Albertsons is moving toward a merger with Kroger. Kellogg is spinning off its snacks and North American cereals business. How do leaders approach these periods of massive structural change? “You are really going to transition into this opportunity if you think about every day as an ‘audition’ day – to do the best work you can and collaborate,” said Kellogg CEO Steve Cahillane. –Progressive Grocer

Gen Z consumers are more likely than any other age group to shop online at least once a day, start product searches on TikTok and seek out resale, a new report from Jungle Scout finds.The findings underscore how consumer behavior differs by age group.

A decade ago, a generation of brands started by selling through their own online channels. But investment and digital marketing has changed, so digitally native brands are now exploring wholesale earlier. Yet they are not abandoning DTC altogether. In fact, data from direct sales can provide valuable insight into how to approach retail partners. – Retail Dive

After price and jobs data came in hot, the Federal Reserve continued tightening the screws on the economy Wednesday as part of its campaign to bring down inflation. The recent banking crisis may curtail the central bank’s plans to keep raising interest rates, but Chairman Jerome Powell said that an economic slowdown may happen either way.

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