BUS-FPX3062 Study Guide - Quiz Guide: Capella University, Big 5 Sporting Goods, Zappos
Document Summary
A big piece of nike"s direct offensive has been a shift away from wholesale and toward. The company pulled its products off amazon in 2019 and has shed 50% of its wholesale accounts over the last four years, including its relationships with dsw, zappos, dillard"s, and. Because having fewer partners has made it is easier to monitor the quality of service that the customers are experiencing. While nike does not want to get rid of wholesale distribution, they do want to get rid of retailers who do not have enough resources to differentiate nike"s brand from others. Dtc because of the numerous advantages that come with the change. Nike is able to sell directly to the customer, cutting out the extra price markups by having a third party involved. Following a dtc strategy also enables nike to communicate directly with the customer and access their target market much easier.