Nike’s ‘Living Retail’ Concept Unveiled in NYC

Six floors, 68,000 square feet and perfect positioning on the corner of Fifth Avenue and 52nd Street in New York City are all signs that Nike’s new flagship store is primed for impact. But, it’s the groundbreaking features and personal and responsive experiences that bridge the gap between online and offline retail that make this new store truly notable.

“Throughout, consumers can enjoy services that are deeply customisable and effortlessly smart and seamless. The store recalls the immersion that many locals remember from their first visit to New York’s original Niketown when it opened its doors more than 20 years ago, leading to, as Nike Direct President Heidi O’Neill calls it, an “only-here” Nike experience,” the company said in a news release on its website.

Nike’s NYC flagship focusses on experiential commerce.

According to the sporting retailer, the future of bricks-and-mortar relies on engaging, personal shopping experiences that encompass the best of the company’s digital store. The “hybrid experience” reportedly uses real-time data to stock the store with popular products, features a Sneaker Bar where shoppers can speak to a staff member or interact with a digital read-out of locals-only data, and NikePlus members can reserve items in in-store lockers via the company’s shopping app.

Nike’s new House of Innovation opens on November 15.

Customisation will also play a big role in Nike’s new in-store experience, with customers able to design their own sneakers with the assistance of a “Nike Expert”.

An Experiential Shopping Environment

Nike’s NYC store has been designed with features that are both personal and intuitive, with customers able to use the company’s app to enhance their in-store experience.

“You’ll find familiar assists, like NikePlus Member Unlocks upon entering the store and Scan to Try, where you can request an item to be brought to you for a quick fitting,” the company wrote. “With Shop The Look, you can scan a code on an in-store mannequin, browse every item that the mannequin is dressed in, check to see if specific sizes are available in-store and then request for a store athlete to send the items to a fitting room.”

Nike uses digital-first innovations to enhance its in-store experience.

Using the app, customers can even take advantage of “Nike Instant Checkout”, allowing shoppers to simply scan and go from any of the in-store instant checkout stations. Once the purchase has been finalised, a digital receipt will then be sent to the customer through the Nike App.

This store opening comes after the company’s mid-year unveiling of Nike by Melrose in Los Angeles, which features a number of the same digital-first shopping experiences as the new NYC store, but on a smaller scale.

Opening its doors on November 15, Nike NYC’s ‘House of Innovation 000’ will be open seven days a week and is projected to make strong sales over the busy holiday period.

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