How Nike sold its first shoes

Every time Johnson sold a pair of shoes he’d create an index card for that customer. He’d jot down all manner of minutiae details: shoe size, shoe preference, favourite distance, etc …

Johnson used this handcrafted database to keep in touch with customers. “Well, if we’re optimising for CPA, CPL, CR, CRO, CTR, CLV and of course CoCa, the value really is all online now” the suits mumble, from the safety of their glass-paneled office.

Source: marketingexamples.com