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Article Date: September 2017
Word Count: 497

Nike DTC Percentage Has No Stated Goal, But…

The Eager Beavertons, whose DTC business already makes up 28% of their total sales, don’t know how much further that will grow, but their head of DTC, Heidi O’Neill, was recently interviewed at the Code Commerce event and there seems little doubt that the game plan is to see that go much higher because consumers who are members of one of its apps typically are worth three times a regular consumer, and consumers who are members of its SNKRS app are worth five times what a regular consumer is worth. There is “tons of room for acceleration” on this front, ... Log in to view full article.


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