Nazım Berkay KALEMCİ

I am the E-Commerce Director and Digital Commerce Leader at Sportinn, the largest Nike partner in Türkiye, operating 22 physical Nike stores across 12 cities alongside a rapidly growing e-commerce platform. I focus on building seamless connections between physical stores and digital channels, turning customer interactions into consistent and meaningful shopping experiences. My work centers on how data, technology, and teams come together to create scalable omnichannel models that actually work in real life—not just in theory. From store floors to digital touchpoints, I lead initiatives that help retail teams move faster, understand customers better, and grow sustainably within the Nike ecosystem.

How Nike’s Largest Partner in Türkiye Built an AI-Driven Omnichannel Ecosystem As sneaker culture evolves with the rise of limited drops, resale markets, and Gen Z’s demand for exclusivity, brands must rethink how they connect with consumers across both physical and digital worlds. In this session, I share how Sportinn, Nike’s largest partner in Türkiye, unified offline and online customer data into a single, deduplicated customer profile stored within Insider CDP, enabling a truly connected omnichannel experience. By leveraging AI-driven customer journeys, performance marketing, and digital storytelling, we transformed customer preferences—captured both in-store and online—into measurable business growth. This approach led to a 35% increase in our loyalty customer base, a 25% rise in returning customers within the first nine months, and up to 15x ROAS across major platforms such as Google and Meta. The talk highlights how data-driven insights, global-to-local consumer behavior understanding, and omnichannel execution can drive sustainable growth, stronger brand loyalty, and increased commercial performance in modern retail ecosystems.