Personalization to the extremeThere I learned that I could buy the Nike Pegasus shoes in various color schemes… and that I could customize my own pair of shoes: With NIKEiD, I could customize almost everything from the width of the shoe, the cushioning, the type of sole, the top material, the color of the lining, the laces, the iconic swoosh all the way up to… the labels on the shoe tongues. After a few minutes, I came up with the following result: a bold mixture of black and fluorescent yellow and… my first name on the shoe tongues. Personalization to the extreme! I ordered ‘my’ shoes straight away.
Good communication is pricelessOrdering went smoothly, and in the following days Nike updated me regularly about the creation and the whereabouts of my new shoes:
Nike goes the extra mileSo I did, but not before posting the following tweet:
I was skeptical at first, buy personalization with @NIKEiD is pretty cool! Off for a test run. pic.twitter.com/k6lPIu8z1m — Christophe Van Bael (@vanbael) November 13, 2013
@vanbael Hit the streets and let us know how many heads you turn in those Pegasus’. — NIKEiD (@NIKEiD) November 13, 2013
@NIKEiD I think I just fell in love with a pair of shoes! My new Pegasus’ rock! Just ran my fastest 5K ever. — Christophe Van Bael (@vanbael) November 13, 2013
@vanbael We’re glad to hear it, Christophe. Keep up the hard work in your new iD’s. — NIKEiD (@NIKEiD) November 13, 2013
Nike rocks at customer engagement!Nike may spend a fortune on marketing, but they truly rock at customer engagement. From the follow-up mails after the purchase to the tweets before and after my first run, Nike delivered an outstanding performance! It seems that they use the emotional state of their customers (excitement about a new shoe or a great run) to build a relation on the personal level. That’s powerful stuff! Oh, and in case you’d wonder, they respond to negative tweets as well. Quickly and correctly. That’s great marketing too!
The moral of this storyNike shows that marketing is more than a department. They delivered a great customer experience from start to end. They allowed me to personalize my shoe, they updated me on the whereabouts of my new shoes, they replied to my tweets… They combined great marketing with customer engagement. And that’s smart, really smart. Because if you combine marketing with customer engagement you can convert customers into fans. And fans help you spread your message. Like I do right now. This is powerful stuff, and it is not that hard to accomplish. Just do it! And keep doing it. You will probably reap the benefits soon.
How do you make sure your customers spread your message?I look forward to reading your answers and/or questions through the contact form below.
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