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Nike concept store gets phygital

By Retail Technology | Friday July 20 2018

Nike’s new Live concept store, Nike by Melrose, has opened in Los Angeles, combining the best of physical and digital retail experiences

The store is a service hub for NikePlus Members Pierre’s by the insights and engagement of thousands of NikePlus members across five zip codes in LA.

Heidi O’Neill, president, NikeDirect said: “We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”

The Nike Live concept was created in support of Nike’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalise the NikePlus Member in-store journey. 

The location and the product assortment of Nike by Melrose was selected using insights gained from NikePlus member activity and buying patterns across Nike’s suite of digital touchpoints (, the Nike App, the NTC, NRC, and SNKRS apps).

Seamlessly connect

As a NikePlus Member, shoppers have access to the NikePlus Unlock Box where they can scan their Member pass every two weeks for unique Nike products and goods. 

They can also use Swoosh Text, an SMS messaging system that seamlessly connects them to the Nike by Melrose store team through the Nike App. Curb Services give NikePlus Members the ability to contact the store ahead of time using Swoosh Text and return or exchange goods curbside.

The Nike by Melrose store also uses Nike’s New Nike App at Retail service, allowing NikePlus Members to reserve product to in-store Digital Lockers, scan product barcodes to learn more (ie product availability in nearby stores or online, and available coloureats) and access new features and content in their Nike App homepage.

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