(Reuters) – Nike Inc. will be the launch of a new iphone for the kids but this is the week that is trying to woo the parents with an offer of a less nightmare-ish trips to the shoe store, in exchange for a periodic payment, and a consistent brand loyalty.
FILE PHOTO:, Nike shoes are seen at a sporting goods store in New York City, New York, New York, united states of america, 14 May, 2019. REUTERS/Mike Segar
Focus on the AMERICAN kids ‘ shoe market, valued at $ 10 billion, “Adventure Club,” builds on Nike’s SNKRS app, which will communicate to buyers every time it launches a new shoe, or an exclusive shoe at a nearby store.
It is Nike’s new plan is to get the shoppers to come back to their brands, as it struggles with stiff competition from Adidas in the U.S. domestic market, and a resurgence of retro brands, like Fila, and Reebok.
With three tiers of subscription – based at $20, $30, or $50 per month, Nike is Adventure Club, it is aimed at 2-year and 10-year-olds, and, effectively, gives subscribers a new pair of Nike tennis shoes that will cost you about $50, or more times per month, once every two months or once every three.
Depending on whether or not the children will choose, for example, Nike Air Max or Converse sneakers, the members of the store from almost nothing up to $50 on every pair.
“The problems of the need for parents with children in the age group of 2 to 10 years old, does that mean we’re going to start with the building up of relationships through the children,” the scheme manager at Nike, Dave Cobban said.
The big challenge, he acknowledged, was to help parents get the right shoe for children, an ever-growing feet easy access to the shopping mall or in a series of e-mailed back.
Nike’s subscription box will have a chart in the form of a fridge magnet to help parents measure their children’s feet. The company did a pilot program with 10,000 members, it is apparent that only a very small part of the parents to get the size wrong.
“About 15% of the region is, in general, is not the right size. When the client makes the first order, and it is the wrong size, we are able to (the client) to immediately order a new shoe and a new shoe is going to come before you’ll be able to send it back to the old one,” he said.
“Over the next period of time is less than 5% and not make a mistake by ordering the correct size on the second order, and, after that, it almost comes (down) to zero.”
Walmart Inc., and Macy’s are already using the subscription model for beauty products to make the consumers be interested in a market that is flooded with online stores and Amazon.com Inc.
Reporting by Nivedita Balu in Bengaluru; Editing by shailesh Kuber