In this episode Ger and Gordon talk with Mike Perera, Senior Director of Direct Digital Commerce at Nike, about personalisation, prioritisation, authenticity and Ger’s mate who once bought two pairs of Nike trainers.
Does Nike By You foreshadow where online retail is heading? Will the future of e-commerce be one of hyper-personalised products sold by hyper-personalised AI product agents to your very own hyper-personalised AI shopping agent off the back of hyper-personalised AI-generated marketing?
In short, where does it leave human beings in the purchasing process?
While unpacking all of that, Mike, Gordon and Ger talk about channel strategy and keeping your brand story authentic when it is being told by other people, or possibly even by AI.
They also discuss the rise of TikTok Shop and what it means for actual sales growth. Is it net new or simply channel shift?
All of which raises the question of whether you need to be selling everything, everywhere, all at once.
To find out some of the answers, join us for the latest episode of Functional & Fabulous.
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