Nike recently opened its first NikeLive store, a hub for the brand's NikePlus club members, in West Los Angeles. Nike by Melrose, as the store is called, boasts a design and a merchandising plan based on data gleaned from members in the area.
The store's facade showcases Angelenos shopping against the backdrop of a classic SoCal sunset. Artist-illustrator Bijou Karman, a Los Angeles native, designed the mural
Nike says the store will experiment with new ways to merge digital and physical shopping. "We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community," said Heidi O'Neill, president of Nike Direct. "As well as being the first NikeLive destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”
On top of providing a selection of Nike.com best-sellers, Nike by Melrose will offer city-specific styles — all determined by Nike digital-commerce data: buying patterns, app usage and engagement, and the like — to offer local NikePlus members what they want, when they want it, the company says.
NikeLive stores, beginning with the Melrose Avenue unit in Los Angeles, are designed as a service hub for local NikePlus members
The Sneaker Bar makes trying on and buying footwear quick and easy with on-the-spot access to the shoe assortment, and with a Nike expert on hand to help consumers pick the right item
The Dynamic Fit Zone has a lounge to relax in, rooms in which specialists offer styling tips, and even a trial zone, complete with treadmill, for trying out merchandise. Nike Express sessions, bookable through the Nike app, will be held here to provide one-to-one service within 30 minutes
Returns, exchanges or purchases are made easy with curb services. Using Swoosh Text (an SMS messaging system between the shopper and the store), consumers can text the store, then pull in and grab goods, or return them, and go on their way
NikePlus members are able to shop from the app, tap reserve and then pick up the goods
By Brannon Boswell
Executive Editor, Commerce + Communities Today
