Nike Running x Trunk Club
Trunk Club powered by Nike Running
Background
Beginner and casual runners often struggle to find the right running gear and have no time to visit a Nike store and seek help from an in-store expert. Nike Running category wanted to explore a way to deliver curated running gear based on personalized performance and style preferences.
At the same time, Trunk Club (a personal stylist service that sends hand-picked outfits based on a client's preferences) wished to expand its product offerings to include fitness and athleisure wear. Thus a partnership around the idea of a Trunk powered by Nike Running was born. But the two businesses needed help to understand the ideal customer experience that would meet both companies’ and their customers’ needs.
We ran a Summer beta test and gathered learnings to inform the all important Holiday pilot.
My Role
After closer examination of existing Trunk Club experience, I led the creation of the end-to-end journey that brought both companies together around a shared customer experience and operational model. This helped both sides see how Nike brand and products could dovetail with Trunk Club’s operational expertise and digital platform.
To build awareness and incentivize trunk sign-up. I led the team to create a simple email journey that clearly communicated the value proposition in these trunks. In anticipation of the customer needs during the Holiday season, we positioned the trunks as "Cold Weather Running Trunk" and "Running Essentials Trunk". This drove 200% over-subscription and 33% email opt-in (compared to 4% Trunk Club average) in the Holiday pilot.
In addition, I advised the design of the in-trunk collateral as well the design of the trunk itself.
Impact
The most important KPI was Keep Rate: the percentage of the trunk that customers actually keep and pay for. The average Trunk Club keep rate was 26%. Informed by the Summer beta, we changed our approach when designing the in-trunk collateral. Instead of a long list of product benefits, we emphasized versatility by showing different ways to pair and style looks with items in the trunk. This led to over 50% increase in keep rate.
