Nike Accelerates Digital Retail Layout, Second Digital Concept Stores Officially Open

It is accelerating the layout of its digital retailing in the world.

In November 16th, "Nike New York 000" opened in Fifth Avenue, New York, the international gathering place.

Following the opening of "Nike Shanghai 001" in early October, the world's second flagship store of "House of Innovation" officially opened.

According to Nike, the core of this concept store is brought by digitally driven.

Innovation, design and personalized services, through the experience of environmental design, set digital and offline services as one.

Nike New York 000 is a full-scale flagship store with a total of six floors, occupying 68 thousand square feet.

The first floor is called Nike Speed Shop, which allows consumers to pick their favorite products quickly.

Similar to the "Nike Live" new concept store in Losangeles, according to online sales data, Nike automatically identifies the favorite products of local consumers and displays them in large quantities.

The second level is Nike Arena, showing consumers.

The main products in different seasons.

In addition, there are women's, men's and children's product areas, sports shoes innovation laboratory, and Nike Expert Studio Nike Plus members can make "one to one" customization service in this area.

In terms of digitalization, consumers can use Nike applications to scan body models and two-dimensional codes on clothing to match sizes and colors.

Then, the goods will be sent to the fitting room or the pick up point directly, so customers need not carry clothes while shopping.

Shanghai 001 is Nike's first fully mobile payment store in China. In New York, Nike also makes an update in terms of payment. There is no set up cash register in the store. Consumers can complete the checkout at any location of the store with the help of the salesperson.

"Nike's lead in retail and sports innovation is also redefining the future of sports retailing," said Heidi O 'Neill, President of Nike global Nike Direct. "Opening up digital and offline retail services is critical to providing seamless connection to the personalized consumer experience."

At present, Nike has opened two flagship stores of "innovation home" concept, and the US brand has not disclosed the next shop plan.

In June 2017, Nike announced its focus on 12 key cities in the world: New York, London, Shanghai, Beijing, Losangeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Seoul.

US brands regard these cities as the most critical growth opportunities in the future and expect to account for 80% of global business growth by 2020.

It is foreseeable that the deployment of this new concept store will continue the strategy of "12 major cities", promote the digital layout of these key markets, and achieve the ultimate goal of performance growth.

"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 publicly. "This lays the foundation for Nike's sustainable development."