2018 | Strategy | Project management
INTRO
Nike wanted to revolutionize its B2B ordering process by creating a premium, interactive virtual showroom experience. With sample production and distribution proving very costly, there were also significant frictions during sales meetings.
My team introduced the Digital Showroom Experience as a scalable, innovative solution.
As Digital Go-to-Market (DGTM) Experience Specialist at Nike, I worked closely with Account Executives (AEs) to optimize the user experience throughout the four phases of the B2B ordering process:
Prepare: Ready offerings for clients
Present: Deliver compelling product presentations with story-driven marketing content
Collaborate: Fine-tune orders together with clients
Finalize: Place orders through Nike's B2B online platform
How might we create a premium virutal selling experience that reduces sample waste, optimizes showroom setup, and improves the sales meeting process?
The solution needed to balance innovation, flexibility, and cost-efficiency while addressing the following main pain points:
Reducing sample production, shipment, and storage waste
Rethinking showroom setup to free AEs for meeting preparation
Ensuring the availability of accurate, up-to-date samples
Improving the overall B2B showroom experience for efficiency and engagement
_ Research
We conducted interviews and observed sales meetings across various client types, from large accounts like Intersport to smaller customers.
Key insights included:
Physical sample issues disrupted meeting efficiency
PowerPoint presentations on small, wall-fixed TVs limited engagement
AE-led discussions lacked interactive elements, leading to less dynamic sessions
_ Ideation
We brainstormed potential solutions, exploring technologies such as holograms, 3D modeling, and iBeacon. After evaluating feasibility, cost, and scalability, we chose a virtual showroom experience which provided many benefits.
Proposed solution: A virtual showroom featuring 3D product models accessible via a large touchscreen display on wheels.
Touchscreen navigation flow chart
Retail wireframes
Key benefits:
Technological simplicity
Easy implementation across multiple showrooms and possibility to send a recording to customers.
Scalable and sustainable
Significant long-term savings on sample orders through a scalable and sustainable model.
_ Prototyping and testing
We partnered with PixelPool to develop virtual stores and digital samples. The initial pilot was conducted with Intersport and brought valuable insights:
AEs sometimes found touchscreen navigation difficult and needed more practice before their sales meetings
Clients responded positively to interactive product views and asked for more information to be displayed when selecting an item, as well as swapping options.
_ Iterative improvements
Based on AE and client feedback, we implemented the following enhancements:
Navigation upgrade: Introduced Xbox controller navigation for smoother interactions, increasing engagement
Content refinement: Tailored digital showroom content for each client's specific needs
Functionality additions: Developed AE-specific features to improve product storytelling and interaction flow
RESULTS AND IMPACT
The virtual showroom experience was successfully rolled out to five additional major customers, transforming Nike's B2B sales process.
This project provided invaluable insights into the complexities of B2B sales processes and the power of digital transformation. Being on the field for a year allowed me to deeply understand the challenges AEs faced and use that knowledge to drive meaningful improvements.
The virtual showroom emerged as a flexible, cost-effective solution, laying the groundwork to align Nike's sales process with its broader strategic goals of efficiency, sustainability, and premium customer engagement.
