{"id":11887,"date":"2020-04-18T00:08:35","date_gmt":"2020-04-18T04:08:35","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/nike-just-do-it-with-data-science-and-demand-sensing\/"},"modified":"2020-04-18T00:13:28","modified_gmt":"2020-04-18T04:13:28","slug":"nike-just-do-it-with-data-science-and-demand-sensing","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/nike-just-do-it-with-data-science-and-demand-sensing\/","title":{"rendered":"Nike \u2013 just Do it with Data science and Demand sensing"},"content":{"rendered":"

\u201cThere\u2019s a lot of talk about how much we need data, but actually we need the right data, and we use some serious analytics behind it to turn it into value creation.\u201d\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/em>\u2014 Hannah Jones, Nike<\/em><\/p>\n

Background<\/strong><\/p>\n

A laser-like-focus on collecting customer data to utilize it for predictive analysis<\/strong> is Nike\u2019s new strategy. To achieve this, Nike is reaching its customers directly to have control over consumer data and use it to improve inventory management and enhance consumer experience. It is using technology to optimize its inventory across channels with hyper-localized demand predictions to ensure customers can find and purchase what they’re most interested in.<\/p>\n

Nike\u2019s latest retail and marketing strategy is largely driven by Big Data. Through its initiative \u2013 Nike Direct<\/strong> – the company is cutting out on intermediaries. Nike\u2019s direct-to-consumer initiative contributed $10 billion in sales in FY18 and projected to increase by 60% by FY20.[i]<\/a><\/p>\n

As many new entrants and startups disrupt the apparel industry, Nike is defending its business by investing heavily in data science to better understand the customer journey.<\/p>\n