“This approach sends personalized purchase offers to members based on their engagement with SNKRS, past purchase attempts, and other criteria, using data science to drive digital member targeting,” Donahoe said. “For example, 90 percent of the invites for the Off-White Dunk went to members who had lost out on a prior Off-White collaboration over the past two years.”
The Off-White Dunk ended up in the hands of hundreds of thousands of our most deserving members, creating what we call ‘exclusivity at scale.’ And this improved consumer experience has a positive impact on the entire business,” the Nike CEO said. “We’ve seen that those who benefit from exclusive access on SNKRS spend more, fueled by the energy of their win.”