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STORE SPACES

Check out Nike’s new store format

BY Marianne Wilson

Nike on Thursday opened the doors of a new concept that uses analytics to provide a localized shopping experience.

Nike Live made its debut on Melrose Avenue in Los Angeles. Called Nike by Melrose, the 4,557-sq.-ft., single-level, cross-category store features a number of digitally-led service offerings, designed to match the needs of neighborhood consumers.

The location and the product assortment was selected using insights gained from Nike’s analysis of activity and buying patterns of Los Angeles members of its loyalty program (NikePlus) across the company’s suite of digital touchpoints, including its website and app.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” said Heidi O’Neill, president, NikeDirect. “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.”

The store utilizes Nike’s new Nike App at Retail service, allowing NikePlus Members to reserve product to in-store digital lockers, scan product barcodes to learn more (including product availability in nearby stores or online, and available colorways) and access new features and content in the Nike App homepage.

And all loyalty program members will have access to the “unlock box” where they can scan their member pass every two weeks for unique Nike products and goods. They can also use “swoosh text,” an SMS messaging system that connects them to the Nike by Melrose store team through the Nike app.

The primary destination in the store centrally-located Nike Sneaker Bar, where the customer can get any footwear questions answered, request to try-on an item on the spot, purchase and go. It is “the fastest shoe buying experience Nike offers,” the company said.

NikePlus members can also one-to-one personal service sessions at the store. The sessions will be primarily held in the “dynamic fit zone,” which is outfitted with a lounge, fitting room, spaces for alterations and bra fittings, and an in-store treadmill.

Nike by Melrose has an exterior mural, entitled “Sunsets on Melrose,” that takes inspiration from the diversity of Angelinos and the style of the neighborhood.

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