Nike steps into experiential retail
Known for being one step ahead when it comes to sports fashion, Nike is an industry innovator and continues to stay at the top of its game by staying ahead of the curve. The latest proof of this is the opening of Nike’s store in New York City dubbed ‘House of Innovation 000’.
The six-story concept store located on the corner of Fifth Avenue stretches over 68,000-square-feet and offers customers an immersive shopping experience with a host of digital features which are set to draw people in from far and wide.
With the future of the high street uncertain and major players in retail struggling to maintain steady footfall there has been a move toward a more experiential retail service in the hope that it will entice customers. The rise of online shopping means that people are less likely to make purchases in store, instead opting to do it from the comfort of their own home. Now businesses are trying to combat this by making shopping in store fun and engaging – providing a service you can’t find online.
Heidi O'Neill, president of Nike Direct comments on the current issues in retail: “But a funny thing happened on the way to the death of retail, it turns out, when you actually talk to consumers, they still want to shop by touching and trying on. They still want to connect, to step into a space and feel something.”
With this in mind Nike has thrown itself into creating a store so jam packed with new features that it becomes far more than a shopping trip, but an event. On top of this there are tons of customisation options which mean that shoppers can enter the House of Innovation 000 and leave with unique apparel.
O’Neill added of the shop, "We always ask ourselves how can a store be as personal, responsive, easy and fast as a mobile shopping experience. We are finding consumers just can't get enough of customisation experience. This store is more than a store for us. It's a connection and immersion into the brand and a way to serve members”.
Notable features include instant checkouts linked to the Nike app so receipts can be electronically sent to the customer, a customisable ‘Sneaker Bar’, and QR codes on mannequins which mean a whole outfit can be scanned and products delivered to the customer via specific drop points. The entire shop has been engineered to make shopping efficient, dynamic and personal.
The new Nike store is a clear indication of where the future of retail lies. Experts anticipate that we can expect to see more digital storefronts and experiential features as consumer shopping habits evolve. High-end purchases, like a customised pair of trainers, will become what the high street is all about, whilst everyday items are likely to be dominated by online sales. Shopping in store is likely to become a special event and luxury retailers will benefit from following in Nike’s footsteps.
