💥 Nike, 25 billion gone in one day: proof that linking ≠ direct selling

What the recent Nike story is a shattering reminder of is that connecting a producer with a consumer doesn't necessarily mean successful direct selling.

👉 Nike thought that cutting its distributors would mechanically strengthen its margin and its link with the customer. The result? A loss of 25 billion dollars in capitalisation, a weakening of its brand equity, colossal forecasting errors, and a DTC (Direct to consumer) model that backfired.

📌 Reality? A customer can't be decreed, it has to be earned. You don't own your audience, you inspire them, you listen to them, you understand them.

At FIDEwine, we help producers identify their real customers. Not to lock them into a conversion tunnel, but to understand who they are, where they are, what they're looking for - and how to build a lasting relationship with them.

🔁 To ponder the words of Phil Knight, the founder of Nike: "Business is simple. First it's the product. Then the story we tell. The rest is accounting."

💡 : Who better than the producer to carry his story and for that it is key to know who drinks his wine?

Thanks to Théo Lion for this article.

#BrandStrategy #ConsumerInsight #DTC #FIDEwine #Marketing #Distribution #CustomerRelationship #ROIsm #Brand #Retail