When Nike opened its first Nike Live pilot store in Melrose last year, it was hailed as a reinvention of the retail game: a seamless blending of data science and premium personal service that delivered to local members’ exact needs.
For nearly 18 months, Nike has studied Melrose’s buying patterns and member engagement and experiences, probing and exploring what makes for the perfect neighborhood store. They discovered some important findings. For example, shoppers made it clear that as much as they loved Melrose’s digital seamlessness and convenience-led services, they wanted even more of the human connection offered to members in the store.
Today, thanks to the instructive success of this test-pilot, Nike is expanding the Nike Live concept on a global scale with the launch of two new stores in California and Tokyo.
“Nike Live is the result of a singular vision: to design the most locally-relevant experience out there leveraging digital with personal service,” said Cathy Sparks, VP/GM of Global Nike Direct Stores & Service.
“The success of our Melrose pilot has us so excited to expand this groundbreaking concept to new communities, with stores that offer our members convenience and the joy of sport in spaces built just for them,” continued Cathy.
The new Nike Live storefronts in Long Beach, California and Shibuya Scramble in Tokyo implement key learnings gleaned from more than 80 tests delivered through last year’s small format concept launch. These stores will be able to cater even more to their local communities, fueled by constant analysis of the online buying patterns, app usage and engagement of members in the local neighborhoods.
Above all, each Nike Live door offers a one-of-a-kind, digitally-enabled space, specifically designed and curated to provide the ultimate localized brick-and-mortar shopping experience for members.
Nike by Long Beach’s Focus on Women In Sport
With data gleaned from the first Nike Live, Nike by Long Beach members will find one of the most curated women’s performance product offerings in the fleet. Beyond this, Nike by Long Beach is creating more ways for its women members to engage in sport through unique programming and personalized coaching.
Long Beach is an exceptionally active community with a love of training, running and wellness-minded activity. In addition to being reflected in product offerings, members in Long Beach will see an increase in community-based activities with a combination of Nike-powered workouts through NTC and NRC, in-store pop-ups to inspire sport and a built-in network of sport partners in the area where local members can gain access.
First introduced at Nike by Melrose, the Nike Sneaker Bar is refreshed with a new design that can serve up even more for the style-obsessed member in Long Beach. It will continue to offer a service home and a personalized shoe buying experience, and now with a mix of 100-plus pairs of lifestyle and performance footwear available. Operating as a true destination to shop, visitors can chat one-on-one with a store athlete or pick up product reserved or purchased online.
To make the storefront feel even more like an inviting home base, Nike by Long Beach showcases a multi-hued mural by LA-based designer and illustrator Xoana Herrera. Staff picks also line the space, with handwritten notes from the store team to learn more about what they’re loving in-store.
On a sustainability front, Nike by Long Beach is one more step in Nike’s Move to Zero journey. The building is LEED certified and the storefront’s expanded lineup of reusable materials are used throughout the space (such as the first Nike mannequins made with Nike Grind, or the material scraps used to design in-store décor items).
Behind the Doors: Nike by Shibuya Scramble
A tool for Tokyo’s technology conscious consumer, members in Shibuya Scramble will be able to chat directly with store teammates via the LINE App. With the tap of a link, through checking out the store page or by friending the store through LINE, consumers can connect quickly the store team to ask a question or to learn about what current store exclusive product is in stock.
To assist the often fast-moving pace of members here, product is available for quick pick-up in convenient-style fixtures along with Ship to Store service and Nike App at Retail enabled offerings.
The NikePlus Unlock Box (another member favorite from the first Nike Live store that will also extend to Nike by Long Beach) is a digital vending machine stocked with product that members can redeem using their Nike App member pass.
In addition to community run groups led by the store team, the Nike Sports Finder fuels consumer connections to sport in the Tokyo community through partnership, awareness and access to sport. Through the in-store digital screens, Nike by Shibuya Scramble members can learn and get plugged into Nike partnered gyms and studios throughout the city, as well as Nike-only events.