Study role of technology (App) in millennial engagement by masstige shoe brand Nike

Abstract

Nike fitness app started off as a post-purchase customer engagement platform for athletes & loyal customers to encourage repeat purchase. The agenda is to explore how it can be a prepurchase millennial engagement tool to drive purchase intention & self-brand bonding. Although being free of cost this gamification app has less no. of users. We explored the idea of Nike using its NTC app for not just the post-purchase engagement of Nike community enthusiasts & brand loyalists but also use it as a pre-purchase engagement tool to capture the Indian millennials. For this study, our scope was to study about the product side as well as promotion side opportunities. We have done a detailed qualitative & quantitative research of Nike as a brand, NTC fitness app, millennial consumption & preferences of workout, propensity of online fitness platforms, attributes that are prioritized, consumer attitude towards existing NTC features & community characteristics. We also explored the possible need for new product features such as reward system on achievement of fitness goals on NTC & introducing a feature to form personal workout groups within the app. On the promotion aspect of NTC we intend to find the influence of popular celebrity vs Nike trainer’s club. Towards the end of this study we conclude on the note of possible recommendations Nike can introduce in the NTC app & what can be extension to this study.