What to remember from the new Nike by Melrose store, Los Angeles? #nikebymelrose
Nike by Melrose, in Los Angeles: a store for members, data and app-first
- The store is aimed primarily at NikePlus members in Los Angeles.
- Analysis of data acquired online and via Nike apps shows that their favorite sport is running and that they are obsessed with style. They are both competitive and visionary.
As a result, the store #nikebymelrose offers :
- a range of exclusive digital services for members
- an assortment of products calibrated for local customers in Melrose Avenue and the surrounding area
- ultra-fast article rotation. We are in LA
A new Nike concept store? Yes, but don’t imagine the nth variation of a pop-up store as it opens every week – experiential, instagram-like – and so on.
The concept “Nike Live” opened on Melrose Avenue in Los Angeles is of a new kind. Judge it instead.
Nike by Melrose opened July 12 at 8552 Melrose Avenue, Los Angeles.
| ➛ WHAT MAKES THIS STORE DIFFERENT
A hub for members – The store (420 square meters, single storey) is primarily intended for “NikePlus” members. He uses the data acquired on each member living in the area to personalize his store visit, the services and the product assortment.
The target: the most engaged customers – By nature, NikePlus members are the best customers, those who spend the most. Over one year, Nike has been able to measure it: new NikePlus members have increased their activity by 48% compared to last year, when they were not a member. This store aims to comfort them in doing so and to reward them.
Personalization first – For Cathy Sparks, VP and Managing Director of Global Nike Direct Stores, interviewed by Corinne Ruff, for RetailDive: ” The future of services lies in personalization. We will know you so well that we will know exactly which products and services to offer you ”. Online shopping behavior, usage and app engagement of members living in West Los Angeles will determine what products and services to offer, near real time.
Hyper localization – For this new store located on Melrose Avenue, this means, according to data held by Nike on its local customers: “ answer a “Style and fitness customer” who likes to appear and is concerned about his style, who spends time with his friends, who trains a lot (running) and expects a high level of service, explains Cathy Sparks.
Small agile team – From the idea to the inauguration, it took only 8 months for an internal team of 12 people to set up the project.
KPIs adapted to the format – Sales will be closely analyzed, but as this is a store dedicated to members, two other indicators will be taken into account to measure success:
- Membership commitment to services
- Activity in the Nike App at Retail app
A pilot store – A service has success in this concept “NikeLive”? It will be rolled out to other Nike stores immediately.
A fast fashion rhyme – The assortment – 50-50 between men and women – will rotate every two weeks – a first for a Nike store.
| ➛EXCLUSIVE STORE, MOBILE AND DATA-DRIVEN EXPERIENCES
Nile App at Retail
Last March, Nike launched in test Nike App at Retail, an in-store “companion” app. The results are already positive in the 3 test markets (Portland, Santa Monica and The Grove). At the same time, Nike had made the choiceto acquire in-house the data analysis company Zodiac, with a double objective: to extract most of all the data that the company collects as it launches connected products and experiences; and help Nike predict future purchases for its customers, and create personalized interactions that will drive those purchases.
The Nike at Retail app is at the heart of Nike by Melrose. In addition to the services accessible via this app in all Nike stores (Nike Plus members are recognized when they enter a store, they know the availability of a product in nearby stores, and pay for their purchases in the department without wait at checkout), members who shop at this new Nike byMelrose store can:
- reserve their articles to collect them in store in “smart lockers”
- unlock unique offers and products in the NikePlus Unlock Box, a large vending machine
- send a text message to sellers, for example, to make a return or an exchange at the “curbside pick-up”, while staying in their car.
Ask your coach a question by text message.
The space is bright, warm, making you forget that it is as well a store. Note, services such as the Sneaker bar, the Nike Express Sessions for styling consultations lasting up to 30 minutes, and a “Dynamic Fit zone” to relax or, on the contrary, to try products on treadmills.
The correspondant :
Laurence Faguer is a marketer and entrepreneur “go-between” France and USA, founder of Customer Insight.
At the request of French companies, she identifies in person innovations in Digital, Mobile and Retail in the United States, before they are known in France, then helps them to successfully transpose these successful strategies in the US
Laurence is US expert for FrenchWeb who resumes from time to time the publication of articles on her blog.