Nike has announced its Nike Live shopping concept and the opening of its first Nike Live store on Melrose Avenue in Los Angeles, California. The concept is centered around the idea of data-driven retail. Using data collected through Nike digital commerce on the consumer habits specific to the area, Nike will stock the store bi-weekly with running products, Nike Cortez styles and other fitness-oriented accessories. Apparently, this area in LA is “running and style obsessed.”
The Nike Live store even stocks exclusive items, products not available at any other retail outlet. It also features a Sneaker Bar, a user-friendly location to try on and purchase footwear, and the Dynamic Fit Zone, where customers can take breaks from shopping. In addition, the store offers rooms in which Nike styling experts offer fashion advice and the Nike Trial Zone, where customers can test out footwear on a treadmill. Given that the merchandise offered at this store is meant to reflect the desires of community residents, the store is titled Nike by Melrose. The company plans to open additional Nike Live stores around the world, including a Tokyo retailer, in spring of 2019.
The Nike Live concept caters to NikePlus members. Standard benefits of the NikePlus program include free shipping; 30-day product trials; member shopping hours, priority checkout, and courier service in select stores; audio-guided runs; personalized training plans; invitations to special events; and insider content from athletes. In addition to these benefits, the NikePlus program offers members the ability to “unlock” tailored rewards. For example, if a customer does five new strength routines in the Nike Training Club app, he or she could receive a twenty percent discount on a purchase or access to an exclusive product.
Of the Nike Live concept, Scott Robinson, vice president of design and strategy at Bond Brand Loyalty, said, “Nike has achieved a beautiful synthesis of technology, data and the human connection, taking the focus off the purchase transaction and back onto the customer experience. This is customer engagement done right. Nike has embraced the new currencies of customer engagement by enabling experiences that authentically meet human needs, not just enabling conveniences, but rather instilling confidence and inspiring consumers to take on new possibilities in their lives.”
In addition, Erin Raese, senior vice president of business development at Global Loyalty Solutions, AIMIA Inc., Americas, said, “Nike is doing a fabulous job of extending beyond their brand to becoming a lifestyle. With that approach, they are becoming truly channel agnostic and becoming just the Nike experience, successfully blurring the lines of social media likes and follows, to purchases, to events. Their stores have always been experience-driven. They’re evolving those concepts to better address today’s consumer.”
Loyalty360 has recognized that its audience expects great products meshed with better in-store experiences, especially with brands that have a loyal, engaged, and emotional connection. Mark Johnson, CEO and CMO of Loyalty360, believes the Nike Live concept is an excellent step towards this connection.  He said, “The biggest opportunity Loyalty360 continues to see in retail is to effect amazing customer experience in the one channel that it can have the most impact: in-store. Retail has been reticent to re-invent itself, yet we have seen great brands such as DSW, Finish Line, and LIDS re-imagine the store experience in a very compelling manner. It is great to see Nike doing so as well.”        

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