Nike launches digitally-led store
Nike has introduced “Nike Live,” a retail concept that promises to “unite digital and physical shopping experiences for its consumers, and to further personalize the NikePlus Member in-store journey.”
The location and product assortment at the store in Melrose, CA was selected using insights from NikePlus member activity and buying patterns across the brand’s digital touchpoints. The platforms include Nike.com; the Nike App; two fitness apps that track activity levels, NTC (Nike Training Club) and NRC (Nike Running Club); and SNKRS, its app that broadcasts sneaker launches.
The new store’s digital component embraces the Nike App at Retail service, allowing NikePlus members to reserve product to in-store Digital Lockers, scan product barcodes to learn more (product availability in nearby stores or online, available colors, etc.) and access new features and content on their Nike App homepage.
Among the digital-enabled features at the store:
- Retail Home: When entering Nike Live, members gain access to an array of new features and content via their Nike App homepage.
- Reserve: Using the Nike App, shoppers can reserve product, including having them placed in the store’s Digital Lockers.
- Nike Scan: Members can scan any product barcode to pull up online and in-store inventory and learn more about the item.
- Nike Express Sessions: Visitors can book one-on-one sessions with associates via the Nike app, including in a Dynamic Fit Zone outfitted with a lounge, rooms for styling and a Nike Trial Zone (with treadmill).
- Swoosh Text: This feature offers two-way conversation through SMS messaging with a store associate.
- Curb Services: Customers can text a store associate when they’re close to the store to complete a return/exchange or pickup an item ordered online.
- NikePlus Unlocks: Via the app, members can “unlock” rewards, such as music from Apple, fitness classes from ClassPass or exclusive VIP experiences. Some rewards are tied to fitness activity on Nike’s fitness apps.
“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” Heidi O’Neill, president, NikeDirect, said in a statement. “We will also test services that can then roll out to other Nike stores.”
DISCUSSION QUESTIONS: How would you rate how well the “Nike Live” concept works in blending digital and physical elements of the shopping experience? Which features seem most innovative and which do you see becoming common at many other retailers?