"Silent Service" Nike New Concept Store Launches Self-Test Shoes

Combining digital services with physical retailing, Nike is trying to play more in online stores.

In August 22nd, Business Insider reported that Nike launched a brand new self-test shoe approach in some of Losangeles's physical stores.

Consumers only need to scan the favorite sneakers through the mobile platform, choose the colors and sizes that need to be tried, and the staff will deliver the shoes to the front, so that the whole process does not need to speak.

For customers who do not want to talk more or have social phobia during shopping, this "silent service" is considered a good way to slow down the shopping pressure of customers.

At present, Nike has put up posters in major pilot stores in Losangeles to encourage people to use this new service.

It is reported that the brand will be extended to more stores in the world in the future.

According to the field trial experience of Business Insider, consumers need to download NIKE applications in mobile phones.

The inside of each pair of shoes in the store has a specific bar code, which is scanned by the new function of the application, and then selects the specific color and size.

Each pair of shoes has a specific bar code.

After the request is sent successfully, the customer will wait in the designated area.

Nike employees bring it in a few minutes.

And verify the user name. The customer just nods to confirm, then the shop employee walks away.

It takes about 5 minutes to sweep from the yard to the shoe.

Nike claims that in addition to reducing consumer communication and shopping pressure, this service can prevent customers from finding employees for a time.

In fact, recently, the American sports giant has been making new attempts at the lower retail level.

The first Nike Live new retail concept store in Losangeles

In July of this year,

Launch a brand new Nike Live retail store in Losangeles.

It is characterized by the fact that most of the shops are goods that local customers often buy. Nike Live automatically identifies the favorite products of the surrounding consumers based on online sales data, and displays them in a large number of stores. Local customers can learn about store information online.

Another important feature is that most of the inventory is updated every two weeks to bring the latest and most popular products and occasional exclusive products.

Nike said it was three times faster than ordinary stores.

In addition, members of the Nike Plus can book the shoes that you want to try on APP in advance, and shoes will be hidden in a locker in the store.

Guests can scan the lockers directly through smart phones and try them on without buying them.

"When we talk to consumers in Losangeles, they say they want to be quick," said Heidi O 'Neill, who heads the customer business at Nike.

It is worth noting that in mid August, Nike Live Losangeles store added a new business -- following the practices of veteran retailers such as McDonald's and WAL-MART.

The "speed" service is launched at the store.

There is a driver's passage behind the shop. After the user has made an appointment in advance through the "Swoosh Text" function of the mobile platform, he drives the vehicle to the window of the "get speed" channel, and quickly goes shopping, changing goods and returning the goods, so it doesn't need to get off the whole journey.

At present, this free service is only open to Nike Plus members.

Although e-commerce and online businesses have become the mainstream of global retail, they do not mean that digital and physical retail channels are antagonistic. The combination of them may enlarge the channel advantage.

Nike said the Nike Live store in Portland and Tokyo will open this year and next spring, and plans to extend its new retail concept store to the world.

"Digital pformation allows Nike to change from how to connect consumers to how to deliver products, which is an important shift from the past operation mode to the future digital mode," Nike CEO Mark Parker said at the investor conference, and digitalization has always been an important strategy.

At the end of June this year, the 2018 financial report showed that NIKE Direct (direct business) revenue grew by 12% over the same period last year, reaching $10 billion 400 million, and the electricity supplier income increased by 25%, making it a strong contribution.

In the fourth quarter, online sales increased by 41%.

Sell more

It is the ultimate goal of Nike retail stores to continue to increase direct revenue.