Here’s how I built personalized abandoned trigger journeys
To re-engage members and boost conversion.

The Ask

Nike asked us to redesign their EMEA Lifecycle programs for Commercial Triggers, transitioning from generic messaging to personalized experiences. The program included three types of abandoned trigger sends.

The Challenge

Encourage members’ browsing behavior with personalized comms driven by sport interests, that balance brand moments with commercial goals to drive demand and engagement.

The Impact

  • 86 total comms launched in FY25

  • +117% engagement increase for Browse Abandon in app

  • +133% engagement increase for Cart Abandon in email

The Results

Over the last year, I reset and built new Nike Commercial Trigger programs with my team that:

  • Aligned to Nike’s updated brand standards

  • Integrated personalization data for greater relevance

  • Streamlined efficiencies across global comms

Year: 2024

Client: Nike EMEA Lifecycle

Team:

  • Strategist: Priscilla Smart

  • Design Strategist: Corinna Scott

  • Designer: Dalton Shaul

  • Writer: Kendall Sand

  • Creative Director: Ari Vance-Borland

  • Project Manager: Nadya Matiya