Intelligent CIO Europe Issue 53 - Page 53

FEATURE : CUSTOMER EXPERIENCE
Gamification not only increases a brand ’ s share of wallet but also its share of life among its customers .
Nike developed the Nike Run Club app , which tracks a user ’ s runs with data ranging from exercise duration up to the wear of their trainers . Through the app , Nike collects data about users ’ chosen sports , activity levels and preferred styles , using that data to personalise experiences . Nike ’ s app uses a range of gamification features such as milestone unlocks , reward systems and leader boards . In 2020 , Nike reported that its app saw download growth of over 45 %, compared to the average global increase of 10 %.
Customer loyalty has never been more important than in today ’ s digital landscape where it is the key to

CUSTOMER LOYALTY HAS NEVER BEEN MORE IMPORTANT THAN IN TODAY ’ S DIGITAL LANDSCAPE .

cultivating repeat purchases and engagement . In the long run , this sets us up for mutual success , and what could be better than an environment where brands and consumers thrive , because of their relationship with each other . p
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