Nike And Adidas Began To Offer More Immersive Retail Experience.

In the autumn of 2016, the world's two largest sports equipment manufacturers, Nike and Adidas, opened large multi-storey stores in the Manhattan business district to provide a more immersive retail experience and achieve unmatched brand promotion effects in department stores and sporting goods stores. These stores have tailored sportswear and sports shoes, sports consultation and the same day city distribution services. Customers have higher expectations. Nike global customer marketing director Heidi O'neal Heidi O Neill said in an interview at 55 thousand square foot new store in Soho district. They expect to experience more experience of participation here.

The new store in Soho district is the second largest retail store opened by Nike on Manhattan island. The first Nike store opened in Middletown, south of Central Park. The third stores are planned to open in the fashionable Fifth Avenue, with a total of seven floors, occupying 69214 square feet. Nike signed a store lease contract this month. At the same time, ADI opened a large store in Soho district. This month it will open a 45 thousand square foot shop in Fifth Avenue. Another small rival, Under Armour, is also planning to launch a wave in New York to open a flagship store on the site of the famous Schwarz toy store. Andemar,

Nike has invested heavily in mobile integrated marketing. Consumer You can make a one to one service on a dedicated mobile application. There are large electronic screens in the store, and customers can get information about the time of new product launch and the information about store activities. Consumer customised goods can also be delivered quickly to the home or guesthouse. Even the fitting rooms are gorgeous: adaptive lights allow consumers to see their equipment in yoga rooms or night running.

There are three sports experience zones in Soho district. Among them, there are two cameras around the treadmill, which can capture the data of the runner's pace - the suggestion to provide the most suitable shoes. Video screens show scenes of Battery Park around Central Park and downtown. On the other floor, there are also football experience zones for testing spikes, and a half court basketball court for shooting.

O'neal said, Nike It will continue to launch large retail experience stores in big cities, but it will be different from those used by SOHO. "We want these sports to have a good audience base in this market," O'neal said. "Choosing basketball in New York is equal to" we understand this city. " There are also many people who love running. "The sports shoes display wall in Soho is the largest retailer in the world," O'neal said. "This shows that New Yorkers value the culture and style of sports shoes very much."

For Nike, the store opened in Soho district is further promoting the sales volume of direct sales, further reaching the goal of reaching US $16 billion at the end of fiscal year 2020. Sales of this piece include sales of Nike stores and online stores - the growth of recent growth is more than the growth of overall sales. For Nike and other sports products suppliers, the experience of controlling self owned retail stores is very important because the important wholesalers of their cooperation, mainly department stores, have reduced the volume of traffic. There are also sports shops, such as Sports Authority, which are bankrupt due to the declining market share of physical stores.

Walking into Adidas's store in Fifth Avenue, you will feel like walking into a player's passageway in the football field. There is a fitting room in the store, replaced by the players' dressing room, and there are also stands in the shop where you can sit down and watch the live broadcast. Adidas has also built four custom platforms, so that consumers can design their own accessories and shoes. Adidas Managers in six cities around the world - the United States have two cities in New York and Losangeles - have greater strategies: the company will increase marketing efforts and enhance retail experience, hoping to build a strong brand experience in the metropolis, so that this trend can be radiated to other areas. The strategy of opening a large store in New York is a reflection of this strategy.

If the four floors of the shop only put up products, the customers would not be patronized once again, said Mark King, President of Adidas South America. The challenge is that if the customer comes back to the store three months later, the store needs to make some changes. Kim said the store is more varied - especially the bottom floor, which can be used to promote new products, to host star presence events or to try new Adidas. Through retail stores becoming experience resorts, customers want to feel the "experience" in the physical store can be fully realized.

In a city like New York, which leads almost every trend, once it is here, it will spread all over the country in a few hours, "said Kim. Then you can grasp this trend and develop retail cooperation in other parts of the country. ADI also plans to control the global retail space of the brand 60% by 2020 - a further 30% increase compared to the current level. ADI wants to achieve this goal by opening new stores, shopping malls in the department stores, experience stores and specialty stores. Kim said: when ADI controls the brand's retail space, it can create higher sales per square foot, which is good for brands and retailers.

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