Nike House of Innovation Combines Retail, Personalization, an App and Product Experiences.
The physical store is designed as a changing platform, not as a permanent storage of shelves.
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What happened
Nike House of Innovation integrates zones such as Nike Arena, Sneakerlab, Nike By You, services connected with the app and matching that can be changed according to local context.
What changes
The store works as a physical interface of the brand: content, community, customization, service and transaction coexist.
Why it matters
A store that only exhibits inventory competes with e-commerce on its weakest ground. A store that offers experience creates a reason to visit it.
Implications for businesses
Mexican Retailer can start with a single changing area: launch, customization, demonstration or local content connected to the app or CRM.
One Rhino’s take
The physical store wins when they do something that the site cannot do alone. The web and the store should not be duplicated and should be complemented.
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