Usage Ratio: Nike segments its market based on how often consumers use its products. Regular participants in sports or fitness routines, called heavy users, may be targeted with high-end equipment such as advanced running shoes or specialized apparel. Conversely, infrequent users may receive communications that emphasize style and comfort — considerations that may be more relevant to those who engage in casual sports or leisure activities. Loyalty status: Nike recognizes varying degrees of customer loyalty.
Regular buyers or members of the Nike+ loyalty program are often the focus of exclusive offers, sneak paraguay phone number data peeks of new products, and personalized marketing communications to maintain engagement and foster brand loyalty. Nike’s investment in loyalty programs is evident through its mobile app and community platforms, which offer personalized recommendations and experiences based on user data and purchase history. Benefits sought: Different consumers seek specific benefits from Nike products, whether it's performance enhancement, comfort, style, or social status.
At the same time, fashion-conscious consumers may be more interested in the aesthetics and brand appeal associated with particular sneaker lines. By segmenting consumers based on the benefits they seek, Nike can efficiently target its messaging and product development efforts, ensuring they meet a variety of expectations. Differentiated marketing strategies based on behavioral insights Based on the insights gained from behavioral segmentation, Nike uses unique marketing strategies and product offerings tailored to different consumer segments: Targeted promotions: Nike often uses behavioral data to create targeted promotions and campaigns.