"Retail is not dead, but boring retail is dead" according to Nike
Nike is testing a host of tech-driven shopping features at a new store in Los Angeles, as part of the sports brand's major plans to "disrupt" retail.
The stock at the pop-up-style Nike Live Melrose shop ? and its location ? were chosen using data sourced from local customers' online shopping habits, and those using Nike Plus apps.
Vice president of Nike's global stores, Cathy Sparks, told Dezeen that tailoring physical retail to customers in this way gives the brand an edge over its competitors.
"Traditional retail is going to struggle," she said. "At Nike what we talk a lot about is that retail is not dead, but boring retail is dead."
Nike Live concept aims to "disrupt" retail
The Nike Live concept forms part of the US brand's plans to shake up the shopping experience in the digital age. By predicting what customers are more likely to buy, and providing extra services like locker collection and drive-through pick-up, the company hopes to reinvigorate physical retail. "We've been very focussed on building experiences and services that our consumers have told us they want and appreciate," said Sparks. "It's retail like we've never done before."
Nike has opened a concept store in Los Angeles (top image), with new features like the Curb Service where customers can pick up items on the roadside
The store's location on Melrose Avenue in West Hollywood ? a popular shopping, dining and entertainment district ? was decide...
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