Source: Jimmy Jazz online at http://jimmyjazz.com
The Consumer Direct Offense by Nike has created a situation where retail outlets are going to have to create a customer experience that rivals Nike’s own doors. This is difficult as a brand knows exactly what its customer desires in a visit to a physical location. When Nike established the importance of CDO they also made sure to note that they would reduce relationships with wholesale accounts from 30,000 to 40. This is important as the sneaker footwear market is going through one of the most complex moments in the history of the sneaker business. Brands are now functioning like startups. They are creating their own paths to the consumer which is diminishing the importance of wholesale accounts. As the brands grow their own distribution, Nike in particular is getting much more aggressive in looking at the stores carrying the brand.
Those of us who analyze retail and brands are also taking a close look at how stores are responding to the threat of Nike closing accounts. Some retail chains are stepping up. Finish Line, now owned by JD Sports who also purchased Sportszone in Europe, is now carrying more apparel. On a visit last week I noticed the sales leads and managers all rearranging the walls to add more sportswear. While Finish Line is making updates, other stores are opening new locations and redesigning their stores to let Nike know they are working hard to keep their relationship with the Swoosh; of all of the stores I’ve visited I don’t think there is one chain in this country doing as much to create a better Customer Experience than Jimmy Jazz.
I had a chance to visit Jimmy Jazz’s Flagship Store in Harlem and in my opinion if I had to choose my shopping experience when visiting a brick and mortar location, Jimmy Jazz appears to be light years ahead of the rest of the industry.
Last month I visited Jimmy Jazz’s latest store which opened in Flowood Mississippi. I also visited the locations throughout the state. This was a six hour round trip experience. Inside of each store I couldn’t help but find myself comparing their location to other chains. All I could think was, Jimmy Jazz has created a better merchandised store than any other chain in this region. This includes Hibbett Sports, City Gear and many of the Footlocker locations. I explained that Jimmy Jazz was light years ahead of the other store chains in this region:
Jimmy Jazz Is Integrating a New Inventory System to Improve The Customer Experience
Last week I had the opportunity to visit the Flagship Store for Jimmy Jazz in Harlem, New York. The store had just hosted Dave East with a New Era pop up and days later the buzz was still palpable. Now, it’s understandable that this type of event took place in Harlem, but what quickly became evident in this retail dive was the new location in Flowood, Mississippi was a smaller version of the Harlem Store. The compartmentalized merchandising for each brand was evident in the new store, but was cemented in the Harlem location. The digital experience inside of Jimmy Jazz Harlem was incredible. On the outside of the store there were over 18 television monitors. There was a dedicated window that functioned in the same way windows on Fifth Avenue at upscale shopping venues operate. For the Dave East event the entire window, with monitors, highlighted and promoted both the artist and the brand. Apparel in the store is given an elevated status because the merchandising allows each brand to be highlighted in detail. The redesign of the Harlem store is informing their retail in other areas. Within the Harlem location the art inside was created by local artists. There is a homage to Harlem inside of the store. The store is so thoroughly integrated into the neighborhood that it feels like a part of the community as opposed to the sterile sameness of the Footlocker and Footaction across the street. My thoughts were, “If they can reproduce this local loyalty concept within stores in every region while also leading the way with technology in store, Jimmy Jazz could be the biggest threat to every small chain and even the major chains.
I shot video of the store. It was done in haste as I had traveled the entire day. I missed the front of the store, but although my hand is a bit shaky, I am positive you will be in awe of what Jimmy Jazz is doing.
Video Description:
This video ties in to a post on the ARCH website on how Nike CDO is forcing retail stores to improve their CX via a differentiated shopping experience. Of every retail location carrying Nike (Nike dominates all retail stores) Jimmy Jazz has designed a store that successfully funnels traffic, while giving each brand a truly designated section.
The Jimmy Jazz Harlem shop is also clearly shaping new store openings as their store in Mississippi feels like a smaller version of the flagship. One of the most incredible experiences I missed recording were the over 20 video monitors throughout the store, but I was walking quickly and I arrived in the city 4 hours late.
The final item that makes Jimmy Jazz standout, and I hope this actually happens in every new store opening, is the integration of local art into the space. This location also has a DJ Booth and radio station. At this moment there isn’t one chain in the country in urban retail that can compare to the shopping experience.
Visit Jimmy Jazz online at http://jimmyjazz.com
