Introduction

Nike fit service, including bra fit and shoe fit, is a signature service to help consumers choose a suitable size for our product. Professional recommendations will be given by an athlete face-to-face or through Nike app. The purpose of this study is to help teams have a better understanding of how the Nike fit service performed over the past year and influences our business.

This study focuses on three main aspects:

  1. Nike Fit Service Performance Metrics
  2. Impact of Nike Fit Service
  3. Evaluation of Nike Fit Service

Data

1. Inline Transaction Data 1

ALL transactions occured in China. Time period is from 08/31/2020 to 12/30/2021.

2. Member Data 2

Member data includes information about the members who made inline purchases in stores, including register_date, UPMID, and so on.

3. Nike Fit Service Data 3

Nike fit service data includes information about the members who experienced Shoe/Bra fit service in stores, including store_id, UPMID, and so on.

4. Scalper Data 4

Scalper data was based on Yunhai’s Scalper Detection Machine, including scalpers’ UPMID, and so on.

Nike Fit Service Performance Metrics

1. Bra Fit Service Performance Metric

Overall Performance During Last Year
performance value
member conversion ( # new member/ # member experienced bra fit) 45%
bra_fit_cr ( # transaction after bra fit/ # bra fit service) 51%
bra_fit_bra_cr ( # bra_transaction/ # bra fit experienced) 16%
store_bra_cr ( # store bra transaction/ # traffic) 0.01%
usage ( # bra fit service/ # traffic) 0.0049%

Period: 2021-01-01 ~ 2021-12-30

Monthly Member Conversion Rate and Usage of Service

• According to the performance metric and bar chart above, bra fit service has a high member conversion rate after they experienced the session.
• Customers who experienced bra fit service has a higher conversion rate to buy other product compared to bra, indicating bra fit service is not the main reason to buy bra.
• According to the line chart, very few customers experienced bra fit service during last year.

2. Shoe Fit Service Performance Metric

performance value
member conversion (# new member/ # member experienced shoe fit) 41.90%
shoe_fit_FTW_cr (# FTW transaction after fit/ # shoe fit service) 34.50%
store_FTW_cr (# store FTW transaction/ # traffic) 3.19%
usage (# shoe fit service/ # traffic) 0.06%

Period: 2020-08-31 ~ 2021-08-31

• According to the performance metric above, shoe fit service has a high member conversion rate after they experienced the session. However, very few customers experienced this service.
• Compared to bra fit service, shoe fit service has a higher category transaction conversion rate.

Impact of Nike Fit Service

Look-alike Group Comparision Method


We analysed the impact of NIke fit service by comparing the behavior pattern of two groups:

1. Members who experienced fit service
2. General members who have similar profile with Members who experienced fit service

For member profile distribution, We focused on four aspect: gender, buyer_type, segment and age.

1. Look-alike Group Comparision for Bra Fit Service

300 Bra Fit Members Profile:

Random select 300 women members with similar profile of those who experienced bra fit service (excluding scalpers), and compare consumer’s purchase behavior between two look-alike groups.

Look_alike_Group_UPT Fit_Group_UPT_After_Service
0.5 0.6


From the chart above, we can see that over time, women customers who experienced bra fit service show better purchase behavior compared to general members.

2. Look-alike group comparision for Shoe Fit Service

400 Shoe Fit Members Profile:

Randomly select 400 members with similar profile of those who experienced shoe fit service (excluding scalpers), and compare consumer’s purchase behavior between two look-alike groups.

channel Look_alike_Group_UPT Fit_Group_UPT_After_Service
store 1.7 1.6
app 1.3 1.3

channel Look_alike_Group_Retrun_Rate Fit_Group_Return_Rate_after_Service
store 0.60% 1.90%
app 13.20% 28.70%


• According to the chart above, we can conclude that shoe fit service rarely has contribution to decrease the return rate.
• we can see from KPIs: customers experienced shoe fit service do not show better purchase behavior compared those who did not experienced.

Before/After Fit Service Comparision Method

We compared before/after fit 30-day DMP of fitted member to see the business impact of fit service.

1. Before/After Fit Service Comparision for bra Fit Service
Before_Fit_30day_DPM After_Fit_30day_DPM
0.85 1.17
2. Before/After Fit Service Comparision for shoe Fit Service
channel Before_Fit_30day_DPM After_Fit_30day_DPM
store 410 244
app 270 181


• We can see from charts above: customers after experienced bra fit service show better purchase behavior on bra product than before. However, customers after experienced shoe fit service do not show better purchase behavior on shoe product than before.

Evaluation of Nike Fit Service

1. Bra/Shoe Fit Feasibility Index Method

Shoe Fit member Profile:

• If BFFI/SFFI > 1 Good, Bra/Shoe Fit performing better than general athlete output, Bra/Shoe Fit is feasible
• If BFFI/SFFI = 1 Bad, indifferent
• If BFFI/SFFI < 1 Bad, Bra/Shoe Fit performing worse than general athlete output, Bra/Shoe Fit is not feasible

2. Evaluation Based on Bra/Shoe Fit Feasibility Index

str_id store_name BFFI SFFI
3408 HOUSE OF INNOVATION 0.17 1.85
3417 NS CN BEIJING SANLITUN 0.91 2.93
3439 NS CS NIKE GUANGZHOU 1.22 0.55
3442 SH TKH LIVE 0.4 4.5
3661 NFS CN SHENYANG SHUANGYUAN 0.5 2.46
3713 BEIJING FANGSHAN 0.12 1
3786 SHOUZHOU RENMING 1.36
3808 BEIJING JINGZANG 0.04 1.75
3812 NANJING TANGTONG 0.58
3817 HANGZHOU GUDUN 0.17
3827 SHANGHAI TIANSHAN 0.14
3842 WUXI GUANSHUN 0.36
3863 SHAOXING ERHUAN 1.06
3910 NC MF 0.51
3912 HZ SJ 0.3
3917 SH XS 0.11
3921 JX CN 1.11
3935 XIAN SANXING 0.27
4034 CQ XY 0.14 0.88
4042 SY DD 0.3 1.23
4043 GZ XS 0.35
average performance 0.5 1.91

Period: 2021-09-01 ~ 2021-09-30

• We evaluated Nike fit service according to Bra Fit Feasibility Index and Shoe Fit Feasibility Index, which takes opportunity cost into account. And bra duration is 10 min per session based on our past experience.
• Based on data in September, Shoe fit service of most stores produces more revenue compared to general athlete output( SFFI >1 ). However,bra fit service of most stores is not feasible(BFFI < 1), indicating this service performed worse than general athlete output.

Summary

• Nike fit service is rarely used in both shoe and bra fit service. Customers are more willing to try on clothing and shoes by themselves to make sure they fit.
• The behavior pattern of consumers who experienced fit service is less profitable than regular consumers with similar profile, indicating no strong correlation between fit purchase and fit experience.
• Based on BFFI and SFFI, shoe fit service has nearly doubled revenue compared to store’s athlete general output. However, bra fit service performs worse than store’s athlete general output.

Acknowledgment

Thank Yunhai Zhang for the supervision and guidance.

Follow-up Questions

  1. Total new members acquired after bra fit service : 3857
    Total members who experienced bra fit service: 7753
  2. % of adolescent girls who experienced bra fit service (age：11-20)：3.9%
  3. Monthly Bra Demand Per Member Comparison Between Look-alike Groups:
KPI Look_alike_Group_DPM Fit_Group_DPM_After_Fit_30day
Monthly_DPM 277 279
Monthly_Bra_DPM/ Monthly_DPM 0.30% 0.42%
  1. BFFI Method:
    average bra fit bra revenue (per session): 6.15
    average bra fit duration: 10 min
    average SPH (per hour): 81.3
str_id store_name SPH BFFI SFFI average_bra_revenue
3408 HOUSE OF INNOVATION 85.6 0.17 1.85 2.4
3417 NS CN BEIJING SANLITUN 59.4 0.91 2.93 9
3439 NS CS NIKE GUANGZHOU 65.9 1.22 0.55 13.4
3442 SH TKH LIVE 49.6 0.4 4.5 3.3
3661 NFS CN SHENYANG SHUANGYUAN 80.8 0.5 2.46 6.7
3713 BEIJING FANGSHAN 91.2 0.12 1 1.8
3786 SHOUZHOU RENMING 65.7 1.36 14.9
3808 BEIJING JINGZANG 114.4 0.04 1.75 0.8
3812 NANJING TANGTONG 90.4 0.58 8.7
3817 HANGZHOU GUDUN 79.8 0.17 2.3
3827 SHANGHAI TIANSHAN 78 0.14 1.8
3842 WUXI GUANSHUN 89.2 0.36 5.4
3863 SHAOXING ERHUAN 83.7 1.06 14.8
3910 NC MF 65.5 0.51 5.6
3912 HZ SJ 59.4 0.3 3
3917 SH XS 72.9 0.11 1.3
3921 JX CN 91.2 1.11 16.9
3935 XIAN SANXING 81.3 0.27 3.7
4034 CQ XY 95.5 0.14 0.88 2.2
4042 SY DD 126 0.3 1.23 6.3
4043 GZ XS 81.8 0.35 4.8
average performance 81.3 0.5 1.91 6.15

  1. Source: Nike Inline Order Line↩︎

  2. Source: Nike Membership Data↩︎

  3. Source: Nike Fit Service Data↩︎

  4. Based on the scalper detection machine built by Yunhai Zhang ()↩︎