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Nike boosts digitalization buys big data

August 07, 2019 / NA

Nike strengths its lead in sports retail. The American giant has bought Celect, a company that gathers data that gathers data to analyze consumer trends and adapt retail products to the changes in the markets demand.With this acquisition, the company led by Mark Parker plans to boost its direct consumer strategy, meaning, to personalize the shopping experience on a global level, centralizing the process from the inside. The terms of the agreement are unknown.
With the acquisition of Celect, Nike greatly accelerates our digital advantage by adding a platform developed by world-class data scientists.Nike COO Eric Sprunk stated. As demand for our product grows, we must be insight-driven, data-optimized and hyper-focused on consumer behavior. This is how we serve consumers more personally at scale, he also added.