The new studio allows for real-time, live design directly on a shoe. The experience is open now at Niketown London — no appointments necessary.
I have been referring to Investor’s Day consistently since the day long event took place. That information is at the forefront of why Nike’s stock has surged back to 60/share. During the day the company brought on the heads of each division to explain what the company would be implementing to try and reach their 50 billion a year goal.
One of the highlights from that day I compared to an Apple store styled experience. In the video above, the Nike Store in London looks more like a commercial for an Apple product than a footwear design studio. Heidi O’Neill discussed the UX and how AR, “Nike Connect (Augmented Reality) Snap n Buy (You will be able to use your phone to scan product and purchase it.)” The explanation above doesn’t necessarily cover the Augmented Reality tech being used in the video, but the customization process that was introduced in New York is obviously gaining ground in Nike’s 12 key city targets:
The process in London appears to be a lot more streamlined and refined which shows that Nike is not resting on the first presentation of a program. In contrast to the Nike ID while you wait, the shoes are designed in store and then sent to an ID Lab. You won’t get the shoe in 90, but the time spent in store designing contributes to more conversion inside the store.
Nike is constantly working on the tech that will enable customers a more personalized experience. It also helps that the feature is familiar and very similar to how Apple has created a more personalized shopping experience. I have to assume that it will be a matter of time before Nike brings customization in house at that 90 minute turnaround time in Factory and Clearance Stores.