Head of Retail Brand
In this “age of responsibility” how do you see your customer changing?
Over the past few years, consumers have come to expect more from the brands they love and know. Nike is no exception, and as a business we have become a lot more receptive and responsive to the varying demands of the ever-diverse consumer that we communicate with 365 days a year. Whether it is through the lens of football, running, Nike Sportswear, action sports, athletic training or women’s training, each consumer has constantly evolving needs and wants – and experiences the brand in ever varying mediums. As a brand, we have to be one step ahead. The relationship the consumer has with a brand like Nike is increasingly closer and more expectant. The consumer journey that they now follow is also evolving.
Can you tell us what factors contribute to building a successful brand?
In my area (retail brand marketing), it is an exciting challenge to build a successful brand. As the consumer doesn’t differentiate the Nike brand on or offline, at retail or via another medium, the consumer sees and expects a seamless message throughout the journey. This consumer journey from start to finish should be engaging, empowering and inspiring. Retail brand marketers need to look at how we can ensure that the same feeling from the brand at retail is translated into the final part of the journey: the point of purchase. Brands therefore need to consider a broader array of marketing tools to ensure consistency and adoption at the point of purchase – services, merchandising, environment, experiences and clearer yet more detailed messaging – to aid in that final decision, and to complete the journey.
Charlotte Dennis is Head of Retail Brand Presentation at Nike U.K. Her job covers multiple functions, including retail branding, VM, staff training, digital commerce and Nike Retail. She has been at Nike for almost eight years, essentially involved in every function other than sales that directly touches the consumer at the point of purchase. Previous to Nike, Charlotte worked for The Walt Disney Company as a customer marketing manager and has also worked at Coca-Cola as a brand channel manager.