Foot Locker has not resigned itself to the so-called “Retail Apocalypse.” Instead, the brand is using an innovative store model to drive customer engagement in a way that incorporates both physical and digital experiences. These alternative stores, called “Power Stores,” give consumers good reason to shop in person, rather than order apparel from home.
Foot Locker currently operates Power Stores in Detroit, Philadelphia, London, Liverpool, and Hong Kong. It expects to open more than a dozen new locations across its family of brands in 2019. Upcoming stores are planned for communities in Los Angeles in the United States and Vancouver in Canada.
On August 10, Foot Locker held the grand opening of its Washington Heights community-based Power Store. The new location features a full suite of immersive capabilities for consumers to experience, including an activation space on the second floor. The 9,000-square-foot store is also the first among Foot Locker stores to showcase Nike App at Retail digital technology, bringing consumers digitally led experiences and services instore through the Nike App.
“The launch of the Washington Heights Community Power Store serves as an opportunity for us to enhance the in-store customer experience by working in tandem with one of our strongest partners, Nike,” says Frank Bracken, VP General Manager, Foot Locker & Kids Foot Locker US. “We’re focused on creating immersive brand connections that are authentically tied to the neighborhoods we serve. By partnering with Nike, we’re able to offer our customers a seamless and frictionless retail experience that will serve and engage the Washington Heights community beyond traditional brick and mortar capabilities.”
Foot Locker’s Washington Heights store provides shopping for men, women, and kids, from footwear to apparel and accessories from top athletic brands including Nike, Jordan, Converse, Adidas, Puma, and others. Foot Locker exists to serve the sneaker-obsessed community and reward consumers with a connected experience. As a part of Foot Locker’s “Home Grown” initiative, the store will also feature a curated group of local brands to sell exclusive and limited-release products, such as Perico Limited, Lyfestyle NYC, and Triangula Swag.
The Nike App at Retail is the NikePlus members’ shopping companion, providing personalized content, exclusive access to products, and services like Nike Scan to check inventory, reserve online, and pickup instore. Instore experiences include a NikePlus “Unlock Box” and a first-of-its-kind NikePlus “Shoecase.” The “Unlock Box” will serve as a vending machine where members can unlock free limited-edition items, while the “Shoecase” will provide members with early access to coveted sneaker releases.