Nike Live Store
Nike has opened a new experimental store called Nike Live in the West Hollywood neighborhood of Los Angeles that caters to local users of the NikePlus app. Research says the users are “running and style obsessed,” per Nike in a media release, so the store is stocked with product that fits that mold. Beyond that, the store uses data from the app such as buying patterns as well as what they’re looking at and engaging with on the app to stock product that fits with what users and shoppers surrounding the location are interested in. Other digital tools include curbside service for mobile buying and exchanging; Swoosh Text, an SMS messaging system with the store for orders and customer service; a vending machine stocked with rewards items that unlocks with the NikePlus app and for users who earned the items via challenges; and lockers to hold items for try-on or purchase that are managed and reserved through the app. The Nike by Melrose store introduces the concept, but stores are expected to open worldwide as early as next spring. Tokyo is listed as next.