I hate it when the same brands come up when we think of innovation and future design, but I guess that’s why they are the marquee brands for which customers are willing to fork out a huge premium.
On my recent trip to LA, I went to a Nike store at Del Amo Mall in Torrance and I must say for a moment, I was disappointed by the layout of the store and how cumbersome the entire choice making process seemed to be. I gave the benefit of doubt to Nike and then while having a conversation with a friend in New York, he mentioned to me the Nike flagship store on Fifth Avenue, very unimaginatively called ‘The House of Innovation’!
Synchronizing the physical with digital, the Nike store provides an exceptional customer experience. There is the Nike Speed Shop, an entire floor that uses local data to stock its shelves and re-stock them based on customer preferences. For NikePlus members (free membership), they can reserve items via phone and have them held in an in-store locker, ready for pickup at their convenience. A customization wing – The Arena, delivers on Nike’s pioneering DIY spirit and offers a vast array of laces, fabrics, decals, and more. The Sneaker Lab houses the largest collection of Nike footwear anywhere in the world.
The Nike Expert Studio, part of the Nike marketing strategy for personalized service, allows local Nike members to book in-store and on the Nike App. Whether prepping for a marathon or finding the right fit, NikePlus members can partner with a Nike Expert to select the right item and create a personalized look.
The Evolution of Customer Experience in Retail
The retail experience will continuously evolve, with brands like Hema from Alibaba in China redefining customer experience. While India may take time to catch up, its intuitive and dynamic nature will eventually drive this transition. It will require significant commitment from top retail brands in India to successfully adapt to the phygital world. Until then, the Nike marketing strategy continues to set a global benchmark, with its focus on enhancing customer experience, along with brands like Apple, Tesla, and Hema leading the charge overseas.
