US sporting goods giant Nike has acquired predictive analytics platform Celect in a move that will help it to anticipate consumer needs and optimise inventory across multiple channels.
Boston based Celect is Nike’s latest acquisition to fuel its Consumer Direct Offense strategy of “serving consumers personally at a global scale.”
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The deal “greatly accelerates our digital advantage by adding a platform developed by world-class data scientists,” explains Nike COO Eric Sprunk. “As demand for our product grows, we must be insight-driven, data-optimised and hyper-focused on consumer behaviour.”
Founded in 2013, Celect’s cloud-based analytics platform provides proprietary insights that allow retailers to optimise inventory across an omnichannel environment through hyper-local demand predictions.
As part of the deal, Celect’s team will immediately be integrated into Nike’s global operations team and its co-founders will continue as tenured professors at the Massachusetts Institute of Technology (MIT), consulting Nike on an ongoing basis.
The acquisition follows that of Israel-based fashion technology company Invertex and leading consumer data analytics firm Zodiac last year.
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