The American sporting goods manufacturer Nike has opened a shop where customer wishes from the neighbourhood play an important role. The data for the store in Los Angeles is collected via App.

This is what many companies want: A business that is optimally tailored to the wishes of its customers. With a tailor-made product range and other services that ensure good sales. That’s exactly what Nike is trying to do with its new shop in Los Angeles. Nike Live is the name of the store concept that is to be a meeting place in the neighbourhood. This is where ideas from the community – the NikePlus members of the neighbourhood – flow in. Plus is a loyalty programme of the sporting goods manufacturer. This gives users various benefits such as training apps, invitations to events or advance access to new sneakers. The company has now used this digitally acquired data for the Nike by Melrose shop on Melrose Avenue. Among other things, purchasing behavior, app usage and commitment were included in the analysis.

The assortment changes every two weeks

The study showed, for example, that users from Los Angeles like to walk and are very fashion-conscious. That’s why the store doesn’t just offer best-sellers and the most important running, training and sportswear outfits. Every two weeks, the shop also offers new clothing, shoes and accessories tailored to the needs of L.A. NikePlus users. Some merchandise will even be available exclusively in the Los Angeles store. The store itself has typical pop-up elements. The façade was designed by a city artist and shows residents shopping and playing sports before a sunset. The interior is puristically white. The large sneaker bar serves as a central element for trying on and buying shoes. There are also lockers in which customers can place reserved products. Products can be tested in a separate area with a treadmill. There is also a lounge for relaxing.

Nike wants to open next store of this kind in Tokyo

Heidi O’Neill, President of Nike Direct, commented on the new concept: “This store is not only the first Nike Live Store. Here we are also testing services that can be introduced in other Nike stores. These services combine digital features with a unique stationary environment to shape the future of Nike retailing.” For example, the company plans to open additional neighborhood-related locations. The next goal is Tokyo in spring 2019.


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Link: Nike has opened a new store in Los Angeles that incorporates user data from the neighborhood.

Image: Nike