MERCADEO Versión en español
Nike initiates a new mobile raffle system
Manuela Walfenzao| 2 de julio de 2015
Ken Wisnefski, CEO y fundador de WebiMax, considera que esta es una estrategia acertada para la marca
Nike launched a mobile raffle system so their fans can obtain limited editions of their sports shoes. It is a daring strategy, since many automated computer bot programs attack stores online inventories through this type of initiative, but they are implementing measures to make things safer.The brand will inform consumers who are registered via Twitter when the products are available on the raffle. The aim of the strategy is to provide a safer system for the raffle, allowing them to handle their operations better.Nike has found a way to control its inventory better and posibly improve its relationship with consumers”, said Ken Wisnefski, CEO and founder of WebiMax. This strategy seems to be a new channel to collect leads and know who are the most loyal clients to its products. That way they can offer them sales and special promotions”.Nike cancelled in May last year, the online launch of Air Jordan I Pinnacle, due to a robots attack to its system. To prevent this, now participants must sign in with their Nike+ account to the raffle system. The sign-in is authenticated with a text message that the user receives on his phone.Text messages are an intelligent strategy because they are universal”, said Winefski. “A user does not think about checking an application or a web page to see if there are available raffles, but a simple text reminder on the pone keeps Nike in users’ minds.
