It’s tempting to reach only for the data that’s easiest to harvest, and stop there. That’s exactly what Nike did with their online shopping data. As a result, their product priorities rapidly diverged from the kind of things ordinary customers buy, while product with mass appeal rotted in warehouses for lack of places to sell it. And the longer Nike chased these fringe customers, the more ordinary shoppers moved on to a competitor’s product
It’s tempting to reach only for the data that’s easiest to harvest, and stop there. That’s exactly what Nike did with their online shopping data. As a result, their product priorities rapidly diverged from the kind of things ordinary customers buy, while product with mass appeal rotted in warehouses for lack of places to sell it. And the longer Nike chased these fringe customers, the more ordinary shoppers moved on to a competitor’s product
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