Nike and Real Madrid: Driving growth and personalising fan experiences with digital

Sangeeta Tanwar

As consumer behaviour in the new normal accelerates digital consumption, brands are refreshing their customer approach and engagement strategies to grow in a post-COVID world.

One of the things that the global health pandemic has changed dramatically is consumer behaviour, which has gone digital.

Addressing the virtual audience at the Adobe Summit: The Digital Experience Conference, John Donahoe, chief executive officer of Nike, Inc said: “With consumers expecting digital and personalised experiences, we are embracing digital not just at our end-user experiences but at every step through our value chain.”

He explained that “digital is not a concept that we were choosing to do.”

“We were looking at the consumer and they wanted to have a seamless, premium and personalised experience.”

Redefining consumer approach...

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