Nike Marketplace Mapping
Nike Marketplace Mapping
Nike Italia’s marketing team felt the need for a tool that would aid them in their work. Number of issues have risen in connection with their very diverse group of customers, spread all over the Italy. They needed some way of monitoring customers’ needs and desires, so they could supply stores with proper articles, depending on the type of their customers.
We came up with Nike Marketplace Mapping, nike.mappami.com. Based as an interactive map, featuring different sorts of filters for mapping city zones as well as types of customers, it serves as strategic tool for Nike’s marketing team.
At the moment, being still a demo version, application covers few cities (Milano being the focus of the demo version), maps different types of city areas (and types of customers, consequently), shows certain points of interests in reference to Nike’s products (high schools, universities, clubs, parks, gyms) and allows the marketing team to independently analyze and manage different hotspots. The map also provides the locations of Nike’s shops and sub-brands within (NSW, Women, Football, Running) allowing the team to have a peak into them via videos, photographs and interviews with customers.
Map in the system's heart
This application provides the marketing team with all relevant information they need when it comes to planning the market. It serves as an excellent source of data, it gives the idea about physical distances and saturation of certain zones and allows insight into the factors that affect customers’ shopping choices.
Nike Marketplace Mapping helps with great amount of executive decisions, varying from the location and interior of separate shops, to the choice of articles to be found within the stores, based on the actual type of customers who shop there.
Spicing it up
Usage of video material proved to be the best solution for describing and "living" the city areas. By making interviews with customers based on a precise questionnaire given by Nike, statistics came to life, giving to the marketing team a better insight on who their customers actually are.
