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

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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