Nike’s mobile apps have helped to fuel sales growth during the pandemic as part of the sportswear giant’s effort to boost direct-to-consumer sales. Those apps urge people to participate in a range of activities with a gamification strategy designed to maintain loyalty, reinforce brand messaging and drive sales.
With many folks spending more at home and avoiding stores because of health concerns, brands with significant retail footprints like Nike have been forced to switch up their sales strategy. Consumers are still shopping for clothing — especially athleticwear and other comfortable styles for work-from-home settings — but are doing so through mobile websites, social media marketplaces and apps at a higher clip.
