Shoes, smartphones and the future of shopping
By: Ben Thomas
This week, Nike opened a new flagship store in New York, and it’s much more than Frees and Flyknits.
The six-story store has been designed for the smartphone shopper, with the retail experience revolving around customers’ phones. To get the most out of the store, shoppers are prompted to download the Nike app, which lets them have clothing delivered to a dressing room, schedule in-store appointments with Nike stylists and – like the Amazon Go stores which are starting to pop up across the US – check out via their phones.
But digging a little deeper, the store isn’t just a premium, “digitized” brick and mortar. By putting the Nike app at the center of the shopping experience, Nike are bringing more people into their ecosystem, building their community and turning buyers into brand fans. For example, members who visited the flagship store spent 30% more online than those who didn’t have the in-store experience.
It’s more than sales too. Making the Nike app integral to the in-store experience means more users of the app. And more users means more data and customer insights, which work their way back into product design and inventory decisions which benefit both Nike’s business and their customers.