Nike unveils new local store concept
Nike has opened a new store concept in Los Angeles that has been inspired by the local community and will act as a hub for its local NikePlus members.
Situated on Melrose Avenue, the Nike Live store operates as what Nike describes as an experimental digital-meets-physical retail pilot where products and services are tested based on a deep understanding of the store's neighbourhood.
Heidi O'Neill, president of Nike Direct, said:"We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”
In addition to offering a selection of Nike.com best-sellers and and a range of essential running, training and sportswear items, the store will stock “city-specific” styles following analysis of Nike's digital commerce data. The company looked at things like buying patterns, app usage and engagement to help it determine exactly what local NikePlus members would like to see stocked in-store. In a first for Nike, the store will be filled on a bi-weekly basis and sometimes even exclusively.
The store will also be enabled with several of the services from the Nike App at Retail feature set, including Retail Home, NikePlus Unlocks and Nike Scan.
Nike is planning to open more neighbourhood-specific locations around the world including the launch of a store in Tokyo next year.
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