The store continues Nike’s global retail transformation with an all-new location on Miami’s popular Lincoln Road promenade.
This morning I was writing on Twitter that the shuttering of Macy’s stores, Sears’ impending bankruptcy and the closing of The Limited stores, all have a direct connection to the lack of omnichannel understanding by big box stores. Nike, Adidas and Under Armour have all recently opened large retail locations. This seems like a paradox when you consider that Brick and Mortar stores are seemingly failing.
The difference with the footwear companies is that they are connecting to their audience via online media (YouTube, IG, Facebook), digital (apps) and they are taking those connections and driving interaction in store. They are then taking each new store location and creating a customer experience. The displays are not static. If you take workout clothes with you you can literally try out all of the gear.
The day where a customer wants to just walk in and browse and buy are over. The new customer wants in immersive expereince and if you aren’t creating this in store, you will go the way of Sears and The Limited. Check out these pics and use the Source link to read more.