Q&A: Nike's digital boss Chris Shimojima

Chris Shimojima was brought in to steer the online business of Nike in 2006 – a position in which he oversees the direct-to-consumer digital sales of Nike and its sister brands, such as Converse and Hurley.

He recently spoke at ChannelAdvisor’s Catalyst event about how the company was generating business online through its Nike+ community and Nike iD, its system that allows shoppers to create customised trainers online and in store.

After his speech, we asked Chris a few questions about Nike’s e-commerce strategy, internal structure and future social media plans. And why its website is 100% Flash.

Nike iD site


FastCompany's infinite foolishness

When it comes to how much credibility I think a publication has, it only takes one colossal lapse in journalistic integrity for me to lose all trust.


eBay – a channel to drive sales offline?

Reserve and collect services are all the rage at the moment as retailers integrate their online and offline businesses. But few – if any – have developed an equivalent offering for marketplaces like eBay and Amazon.

One company that is looking to do so, however, is footwear chain Schuh; one of the most prolific sellers on eBay UK. 


Five tips for online fashion stores

Leon Bailey Green gives fashion retailers five tips to think about for increasing revenue and sales.


Data management is at the heart of good email marketing

The E-Consultancy/Adestra Email Marketing Industry Census 2008, published March 2008, investigated over 600 email marketers’ approach to data. 

After all, accurate data powers relevant targeting, which is proven to deliver the best results. 

The findings showed that regular data cleaning has taken a back seat for many email marketers.

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Putting customers in charge of your communications

Many companies are still losing customers because they don’t know what they want, writes Marc Morris.


Social media's inconvenient truth

Social media, in some forms, is quite popular. One need only look at the rise of social networks such as MySpace and Facebook to recognize this.

But there's an inconvenient truth that proponents of these sites tend to ignore - the average person just doesn't have the ability to participate fully in social media.


The Web Week in Review

This week's The Web Week in Review is a hodgepodge of news.


Traffic stats from a blacklisted site

Hitwise has been looking into GoCompare again and has some extremely interesting stats on how its traffic has been rising, falling and rising again over the last few months.


Comparison engines upbeat despite slowdown

New research published by E-consultancy this week reveals that the comparison engines sector continues to flourish despite challenges presented by the economic downturn and the increased cost of buying search engine traffic.


Has the blogosphere sold out?

I was recently sent an article by a reader who asked me for my thoughts on the argument that bloggers are increasingly selling out to corporate interests.

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Why I travelled halfway round the world to meet my online friends

In a world where I can keep in touch with friends & peers via Facebook, Twitter, LinkedIn and numerous other online networks, travelling to meet them in person seems rather strange.

And yet, as a trip to Sydney last week showed, there's still nothing to beat physical contact.