In 2023, NIKE started a project to reduce the number of returns in stores and online by providing shoe size recommendation tools to ensure their customers receive the right size & model.
As project chairman, I had the privilege of leading this initiative, ensuring that all business, consumer, technological, and creative aspects were aligned with the overarching strategic goals: reducing returns, seamlessly consumer journey integration, boosting conversion rates, and increasing consumer engagement through credible data and analytics.
The project launched as a proof of concept in the Netherlands in fall 2023, rolled out in-store in spring 2024, and expanded to multiple locations during the Paris Olympics in July 2024.
The results demonstrated a significant increase in sell-through, with consultations maintaining an average of 10 minutes. Consumers appreciated the additional insights provided by the foot scan, which helped them better understand their individual preferences and the specific characteristics of various shoe types.
