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Running the online business of a company like Nike can have its advantages, as we heard at ChannelAdvisor’s Catalyst event this week.

In his keynote, Chris Shimojima, the firm’s global VP of e-commerce, talked about how it had used web-based personalisation and community tools to tap into the enthusiasm of its customers.

It helps, though, when they include the likes of self-confessed ‘sneaker-freak’ and DJ Clark Kent, who apparently owns over 3,000 pairs of the firm’s trainers.

We grabbed a few minutes with Shimojima at the event and asked him some questions about how it was all going.

He told us that since being appointed around 18 months ago, he’s been centralising parts of the company’s international e-commerce operations to better coordinate efforts and share expertise between regional and brand-facing units. 

He’s not a big fan of Second Life as a marketing channel and says the firm is still learning about the effectiveness of other social media sites and communities.

And he added that a mobile commerce service from Nike is “on the horizon”.

For us, though, the most interesting thing is that Nike is having a rethink about its very Flash-heavy website, which was launched in 2006.

Shimojima told us ithe firm may actually build some HTML into it (perish the thought; Flash on HTML is ok, but not so much the other way around).

“There are some limitations, absolutely. We are looking at the whole execution of it. We got a little bit too technology oriented without really thinking about the other collateral benefits or disadvantages with Flash.”

Hallelujah!

Stay tuned for the full Q&A with Chris in one of our forthcoming weekly newsletters.

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Published 2 April, 2008 by Richard Maven

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