10 Types of Innovation

How Nike uses Channel Innovation in Direct-To-Consumer Strategy
Impact
Flagship Store as Channel Innovation
• Create ‘brand experience’ focused-flagship stores
that showcase distinct product categories and the
story behind them.
• Hire store assistant who is passionate about sports.
Direct Selling as Channel Innovation
• Open outlet store that directly captures market
base while delivering high value to consumers.
Digital Brand Experience as Channel Innovation
~68%
US athletic footwear
market share
> 20%
sales made from Direct-
To-Consumer Channel
2 nd
most followed brand on
Instagram with 42.9mn
followers
Most
innovative company in
2013 by Forbes
• Enable consumers to customise sport shoes online
with preferred design and name to create brand
experience.
Pop Up Presence
• Create pop up presence in accordance to latest
international sporting events.
• Design seasonal products based on latest events to
create buzz.
NIKE, Inc.
fosters a culture
of invention, which creates
products, services and experiences
for today’s athlete while solving problems
for the next generation.
It engages in the design, development, marketing, and
sale of sports and lifestyle footwear, apparel, and equipment,
accessories and services. In 2015, Nike's global revenue amounted
to about 30.6 billion U.S. dollars.
© UCSI Consulting Group 2016