Inside Nike’s new “Nike Live” concept store in Los Angeles. (Photo via Nike)
Nike is going high-tech with its newest retail store concept that opened today in Los Angeles. But don’t expect it to be anything like Amazon Go, another innovative take on brick-and-mortar shopping being rolled out by Amazon that removes cashiers and registers from the physical retail experience.
“We are a very emotional brand — we are about human connection and human potential,” Nike Chief Digital Officer Adam Sussman said during a phone interview from Los Angeles on Wednesday. “We don’t want to remove connection with other humans.”
Big retailers are using technology in various ways to improve the shopping experience at brick-and-mortar locations, particularly as more and more consumers opt to buy products online.
Nike today opened the doors to Nike by Melrose, the company’s first “Nike Live” concept store powered by digital commerce data and smartphone technology. It’s also meant to serve the 100 million-plus NikePlus members that spend nearly triple than that of Nike.com shoppers.
For the first time, Nike is using consumer buying patterns, app engagement data, and local city insights to decide what to sell in a store. Nike also used data to figure out exactly where to open the 4,557 square-foot space in West Hollywood — “there is tremendous member activity around this location,” Sussman said.
“It really does represent this seamless blend of physical and digital,” Sussman added. “A lot of the techniques we use in our digital operating model apply to physical retail.”
While Amazon aims to reduce friction from the brick-and-mortar shopping process by removing registers and cashiers, Nike is focusing on nurturing 1-on-1 relationships with consumers with in-store employees and technology.
At the new Nike Live store, NikePlus members can reserve products via the app and have them appear inside a locker when they walk through the doors. The app also functions as a way to scan barcodes to learn more about a product or request to try on a shoe or clothing. NikePlus members will also soon be able to checkout through the app.
The store also features “Nike Express Sessions” for members, allowing them to book 30-minute appointments with a Nike product expert. There is also an “unlock box” with free giveaways meant to provide a “surprise and delight” moment for members.
“Truly the power of membership is our ability to serve that consumer way more personally, to understand how they want to …read more