Nike Supply Chain Bets Supporting Flexible Channel Strategy
Foundational Pillars: How Supply Chain Works as the Support Structure
These initiatives require a firm backbone forged by an elevated IT infrastructure and streamlined supply chain processes. Recent investments include reducing digital switch shipments, a new transportation management system, and regional service centers that help lower digital fulfillment costs.
“We are turning the corner in driving more profitable growth while also recovering on transitory cost headwinds," said Friend. "We've increased the size of our supply chain in the last few years to be able to address the growth that we've seen in our business, both overall and in digital. And now our teams are very focused on driving greater efficiency in the way that we serve consumer demand across channels.”
By reducing digital split shipments, consumers don’t get two boxes for the same order, for example, and this results in lower outbound fulfillment costs as the goods are shipped out from regional service centers where demand is highest.
Additionally, it boosts Nike’s sustainability efforts, removing the need to put products on airplanes.
“We started investing a couple of years ago in regional service centers in North America and in Europe and in pickup points closer to the consumer in Europe, all with the intention of building a supply chain that enables us to serve demand closer to consumers,” said Friend.
These new efficiencies are being driven by bolstered ERP strategies in North America, following testing in China, enabling Nike to operate more like a retailer, said Friend.
“We've been investing for a few years in developing and scaling those capabilities to be able to serve consumer demand. We're learning to operationalize and take advantage of these capabilities,” he added.