Truly Open Online And Offline: Nike New Retail Concept First Store Unveiled In Losangeles

Us sportswear giant Nike (Nike) launched the new retail concept "Nike Live". It aims to attract online consumers to participate in offline shopping through personalized service and experience. Its first store opened on Melrose Avenue 8552 in West Losangeles last Thursday, called Nike by Melrose.

The exterior of the store is designed by Bijou, a local artist and illustrator of Losangeles, and shows strong southern California customs. Karman

In addition to the selection of running, training and sports products on the official website of Nike, the other products in the store are selected according to the shopping preferences of Losangeles local users on the newly revised NikePlus mobile phone application.

This means new clothes,

Categories and accessories will take the lead in meeting the needs of this part of consumers.

About 15% of the clothing and 25% of the footwear will be put up every two weeks (the new cycle of general stores is usually 30 days to 45 days), and there is no need to consider the new seasonal order of conventional goods on Nike, sometimes even the exclusive products of Losangeles.

The area of Nike by Melrose is 4000 square feet (372 square meters), and the internal special facilities include:

Consumers can quickly and easily try and buy through the help of Nike Nike (Expert).

Commodities.

NikePlus Unlock Box is a digital vending machine. NikePlus members can use this machine to use a membership pass every two weeks to exchange products or rewards.

Dynamic Fit Zone has a lounge, modeling space and experience area.

The rest room is for the consumers to relax. The modeling space can be dressed according to the modeling techniques provided by Nike experts. The experience area has a treadmill to test the products.

Nike experts' one to one service can be booked through the app of Nike.

In addition, the store provides the following services to NikePlus members:

Curb Services, consumers can use Swoosh Text (SMS messaging system between consumers and stores) to send simple text messages to stores, purchase goods or return products.

Consumers do not need to enter the store, they can complete the operation with the assistance of the staff in the parking lot behind the store.

Retail Home, consumers can choose products from Nike app, try and buy them in the store, and enjoy 30 days of no reason to return and light tailoring services.

Nike Scan, the service is activated by consumers within 100 meters from the store.

If consumers choose goods that are not stored in stores, they can buy online.

If there is stock, just press the button at the bottom of the app window, and the nearest salesperson will prepare the merchandise before the customer enters the store.

NikePlus Unlocks, consumers can reserve selected products, which will be placed in a locker, which can be opened by Nike app scan.

Consumers can also use Nike app to scan barcode and find more information, including store size and color.

Heidi O 'Neill, President of Nike retail division, said: "we are delighted to bring the best Nike products to the community through the opening of Nike by Melrose.

As the first project of Nike Live, we will also test the services that can be extended to other Nike stores, combine digital functions with unique offline shopping environments, and create the future of Nike retail.

Cathy Sparks Sparks, vice president and general manager of Nike retail, said: "this store's target customers are regular local consumers, who pay great attention to their dress and appearance during sports.

This store aims to let us know more about consumers through digital way, and enhance their shopping experience through the new Nike app.

This is not the first time Nike has opened a concept store.

Nike Soho was opened in New York at the end of 2016. It has a small indoor basketball court, a functional treadmill and special sensors, allowing shopping to be easily worn while shopping.

Denise Lee Yohn, a retail brand expert, said that the new concept stores such as Nike Live and so on make it difficult for traditional retailers to follow suit, because to achieve these new functions requires a lot of logistical and mature technical support, which is the accumulation of Nike's deep-rooted culture and operation.

This store will generate a lot of passenger flow and make Nike brand more valuable.

Digital business has always been the focus of Nike, and the company will continue to promote the development of this business.

Nike's latest earnings report showed that sales increased by 13% to $9 billion 790 million over the fourth quarter of last fiscal year as of May 31, 2018, of which online sales increased 41% over the same period last year.

Michael Martin, vice president of Nike digital products, said the next Nike Live community store will open in Tokyo next year.