Nike innovates on a daily basis : new personalized shoes, patents on 3D printing, collaborations with designers…  But its products are not the only innovative things coming from Nike brains: the swoosh brand also takes advantages from new technologies to reinvent its customers: this is also what Fashion Tech is about !

 

Omnichannel, the first step of innovative experiences for Nike

 

Nike is not the last one to digitalize its stores. With the help of specialized agencies, la the Beaverton-based brand multiplies crosscanal devices in its flagships, in order to propose a strong digital experience to its customers. Every device has its own objective: obtain info on Nike products, interact with clients on social media, take account of orders, etc.

 

Among those different devices, there is the already classic order terminal, which gives access to the e-shop if some shoes are not available in the store, but also allows fans to personalize their own shoes via the NikeID platform.

But Nike goes further : in Berlin, the brand opened a media wall (not a screen, but a true 9m² square wall) that enables communication on teams sponsored by Nike, its last innovations, but also interactions with customers through social functionalities: selfie, shares on social networks…

 

 

Another interesting medium is the Nike Table: by putting on it a Nike shoe, this one is identified via RFID and video recognition. You can then access to info about its composition, traceability, stocks, prices, but also famous athletes that use it. A remarkable innovation for customers, with a strong “Future is now” effect!

But the best idea might be the least impressive one: by offering free Wi-fi to its customers, Nike can easily access data about its targets, but also investigate new types of interactions, present stock availability to its customer, or push personalized alerts and offers. The idea seems to work: there have been more than 1,000 connections per day in the new Berlin store during the test period.

 

 

 

Personalization and community as structuring trends

 

But Nike does not stop there: the swoosh brand also offers new customer experiences, as a lot of experiments have been made in this way.

In its New York store, Nike allows its customers to let their shoes at the entrance of the store, and to try the new Flyknit sneakers of the brand during their shopping. A nice way to prove that they are comfortable; while breaking the habits of consumers in order to make an impression.

 

 

In Paris, the new flagship store in Les Halles focus on personalized advices: with Nike Performance Stylist, it is possible to make an appointment in order to test the way you run and to receive advice on equipment according to your level. The same concept has already been used in Seoul. In addition, a bra-fitting service has been set up, that allows you to find the perfect bra based on your morphology and practices.

But the store is also used as a true platform for the Nike community: in Detroit, Nike salesmen engage the city community by promoting sport activities among children. In Paris, a weekly run called Nike Running Club and organized by the brand, starts at the entrance of the store. A good way to present new products to those having foot pain at the end of the 1 hour run…

The Look Forward perspective :

 

Nike has been a major innovator in the fields of clothing and sport equipment. This is not only due to the innovative products Nike succeed to launch, but also due to a true strategic thinking on how its stores should evolve to offer a new customer experience, which is a strong differentiation factor in the competitive market of sport clothing.

The only thing to know is whether or not these initiatives will be extended to all stores, and not only in Nike flagships…