Nike by Melrose Uses Customer Data for Personalization
Justin Lam — July 16, 2018 — Fashion
References: sporttechie & fastcompany
Nike has never been a company to shy away from innovation and the new Nike by Melrose concept store shows Nike's commitment towards technological integration. Located on Melrose Avenue in Los Angeles, this new concept store was designed completely by data on how people from the area interact with Nike. This data was also used to determine the products carried at the store and this data will also be taken into heavy consideration when rolling out new products to this location.
In an attempt to further blur the line between physical and digital, the Nike by Melrose store will also feature seamless integration with the Nike Plus app on shoppers' phones. This integration allows for an increased level of convenience but also adds an increased layer of personalization.
Image Credit: Nike
In an attempt to further blur the line between physical and digital, the Nike by Melrose store will also feature seamless integration with the Nike Plus app on shoppers' phones. This integration allows for an increased level of convenience but also adds an increased layer of personalization.
Image Credit: Nike
Trend Themes
1. Concept Store Personalization - Retailers will use customer data to create personalized shopping experiences in their concept stores.
2. Data-driven Product Selection - Retailers will use local customer data to determine the selection of products available in a concept store.
3. Physical-digital Integration - Retailers will continue to integrate physical and digital elements in concept stores to create a seamless shopping experience.
Industry Implications
1. Retail - The retail industry has the opportunity to create concept stores that utilize customer data for personalization.
2. Technology - The technology industry can provide solutions for integrating physical and digital elements in concept stores.
3. Data Analytics - The data analytics industry can assist retailers in analyzing local customer data to determine product selection and create personalized shopping experiences in concept stores.
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