Global brand Nike plans to disrupt retail through a series of sports concept stores that harness the power of technology to elevate consumer experience. The first Nike Live was launched in Los Angeles earlier this year. Its location was determined based on "data sourced from local customers' online shopping habits, and those using Nike Plus apps."
With this sports concept store, consumers can reserve items online and try them in-store, enjoy a 'Curb Service' — the equivalent of a drive-thru but for sports goods, as well as engage with some interactive features like a vending machine with free items.
Nike is planning on rolling out its digitally enhanced sports concept stores globally. Currently, the brand's Tokyo team is scoping out suitable locations for a Nike Live shop that is set to open in Spring of 2019 — just ahead of the 2020 Tokyo Olympics and Paralympics.
What's Driving This Trend
- Sports Concept Stores
- The rise of technology in retail provides an opportunity for sports brands to offer a visually engaging and interactive experience.
- Data-driven Location Selection
- Using local online shopping habits can help brands determine prime locations for stores.
- Digitally Enhanced In-store Features
- Incorporating interactive features like vending machines and online item reservations can create an unforgettable in-store experience for customers.
Who This Affects Most
- Sporting Goods Retail
- Sports brands can use technology to revamp the shopping experience, making consumers more likely to visit physical stores.
- Location-based Marketing
- Using data from consumers' online activity can improve the chances of finding a well-suited physical location for new stores.
- Interactive Retail
- Incorporating digital features like vending machines to provide a unique and memorable shopping experience can draw in customers.
