To go beyond brand is a sure path to habituating your business within your customer’s daily lifestyle. And doing so requires you to think outside your main product and service offerings by stretching your content and offers and partnering with “extender” brands.
Nike is a great example of moving from a shoe brand to a health and wellness brand. According to Adam Sussman, Chief Digital Officer of Nike, at his ShopTalk 2018 presentation, runners can share their successes through the Nike Run Club app with friends. For added stickiness, the app provides guidance, motivation and inspiration from the likes of Mo Farah and Kevin Hart. As the app collects data on the mileage and running habits of the athlete, they are able to recommend and reserve products for the customer based on their habits. And this is the tip of the iceberg in terms of unlocking a healthier lifestyle. Nike Plus members can unlock rewards to the brand’s partners: Apple Music, Headspace and Classpass. Said Sussman, “What’s truly great about the Nike app experience is we use everything they share with us. Their stated interests, previous purchases, browsing history and more power our proprietary algorithm to deliver the best product recommendations for each of them.” It’s hard to walk away from a brand that so highly personalizes and makes it easy for customers to buy what they want and need.
Nike also knows passionate athletes are part of a larger community and has built out social and digital events around it – including an AR scavenger hunt through the app, and the ability to connect with other athletes, in addition to being cheered on by family and friends during runs.