Nike China and Ant China expand partnership to enhance eCommerce experience

Ant Group has expanded its partnership with Nike China to improve customer experience when using Nike's eCommerce platform.

Under the partnership, Nike will use Ant Cloud Customer Service Solution to enhance its eCommerce operations in China, improve customer service efficiency, and enhance sustainability performance.

As part of this expanded partnership, Nike eCommerce will integrate Ant Cloud Customer Service Solution to address staffing needs during major promotional events.

With features such as smart scheduling, AI-powered staff training, and AI-driven quality assurance, the solution aims to meet the growing demand for online customer service, as well as creating flexible job opportunities for groups such as freelancers, stay-at-home parents, young people in small towns, and individuals with physical challenges.

Additionally, by enabling remote work, this model helps reduce carbon emissions compared to traditional customer service centers.

"Nike firmly believes that protecting the planet is protecting the future of sport,” said Stanley Chang, vice president, supply chain for Nike Greater China. ”We have been investing in localised innovations and seeking solutions that integrate sustainability into every aspect of our business. With the expanded partnership, we look forward to driving more innovations for a sustainable future."

“One key insight from our sustainability journey is that long-term business success requires the creation of both commercial value and social value,” said Sabrina Peng, chief sustainability officer of Ant Group. “With this shared belief, we look forward to working with Nike to create more sustainable outcomes for communities.”

This collaboration was first established in 2022, when Nike launched the “Recycle-A-Shoe” mini-programme in the Alipay app where Chinese consumers can send worn-out Nike shoes for recycling.

These shoes are then dismantled and repurposed into sustainable sports courts using Nike's Grind technology. Participants in the programme also receive virtual green energy points in Alipay Ant Forest, a non-profit environmental program.

These points can be used to support tree planting, ecological restoration, or biodiversity conservation efforts. As of November 2024, Nike has recycled 180,000 pairs of shoes, contributing to the creation of 38 Nike Grind sports courts across China.

MARKETING-INTERACTIVE has reached out to Ant Group for more information. 

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