Nike Direct President Heidi O'Neill talks with Recode's Jason Del Rey about how the sports apparel company is working to connect with consumers digitally. Nike products can be found both in stores and across the web, but the company has created a membership program for people who go to its website and apps directly, rewarding them with personalized shopping recommendations and first dibs on new products. In return, Nike gets clearer data about what its customers will want in the future.
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