Nike Reportedly Revamps Customer Loyalty Program


Nike (NKE) is adding more perks to its customer loyalty program, the Nike Plus app, after finding out that the app’s users are spending 40% more than other customers, several media reports said.

The company’s global vice president of direct stores, Cathy Sparks, made the remarks at the WWD Retail 2030 conference Wednesday. Fifty percent of the transactions at its two flagship mega stores in New York City and Shanghai in China, both of which opened last fall, are made by customers who use the app, she said.

The shoemaker is reportedly testing several new perks to its Nike Plus app.

Nike is testing instant checkout in three stores, including its location on Fifth Avenue, allowing Nike Plus users to bypass the checkout line, the report said. The shoemaker also is testing a vending machine that rewards members with free gifts every two weeks at its Melrose, California, store.

Sparks also said the company is making “large investments” in technology that will enable Nike employees to view customers’ past purchases, favorite sports and other personal information they have shared on the app to provide a more personalized service.