Celect

Celect — the system developer of predictive analytics which helps retailers and brands to predict a consumer behavior and the product demand.

History

2019: Nike purchased Celect

At the beginning of August, 2019 Nike announced acquisition of Celect without indication of cost and other terms of transaction. It is known only that non-management employees of a startup will pass into Nike, and its founders will become consultants of the producer of sportswear.

The Celect technologies using artificial intelligence will find application in mobile application and on the website of Nike. Thanks to this integration to the companies will be able to predict better demand of buyers for this or that model of sneakers or clothes and also where and when they are ready to make purchase. An analytical system will allow to avoid situations when warehouses are crowded because of incorrect assessment of demand of consumers, reported in Nike.

Nike purchased the AI platform better to foresee behavior of buyers

Having purchased Celect, Nike considerably will increase the digital lead, having added the platform developed by world-class scientists — the operating officer Eric Sprunk said. — In process of increase in demand for our products we should be focused on understanding of clients, optimize data and react to their behavior.

As notes the Bloomberg agency, merger of Celect corresponds to the largest initiative of Nike — expansion of business in digital space. Within this strategy the company started new type of retail stores, expanded the application and released a new product line to learn about the clients in an individual order more.

The brand stakes on information technologies as it already sees in them a revenue growth source. For example, clubmen of Nike spend on the website nike.com more money, than the non-authorized users. Such state of affairs explains the management with the fact that the company learned to work with clients about whom knows more better.^[1]

Notes