Nike has announced the launch of Nike App at Retail, a mobile concept that provides in-store customers with a personalised experience via their devices.
The app will allow consumers to be recognised when entering a store, opening up exclusive products within their proximity. It will also allow them to scan product availability in all nearby Nike stores, as well as check out and pay for their in-store purchases.
For customers using the app elsewhere, they can reserve products in a personal locker in-store for try-on and purchase later. The brand is said to be testing several other features that will eventually be incorporated into a wider range of stores.
The debut, which will happen in Q4 in two locations – Portland and Los Angeles – follows the recent acquisition of Zodiac, a consumer data and analytics startup whose expertise the sporting brand will leverage to build skills in-house and better connect with customers.
At an earnings call on March 22, CEO Mark Parker stated that digital and mobile apps are playing an increasing role in how the brand launches key innovations, which is reflective of how consumers are behaving and shopping. He explained there will be a lot more storytelling coming to life from a digital standpoint as it becomes a more important part of the brand’s overall strategy.
In the future, Nike’s in-store experiences will blend physical and digital seamlessly and effortlessly complement one another, he added.
Nike has recently been experimenting with providing super fans with one-off experiences leveraged by their digital behaviours, particularly in terms of gamification. Last year, it promoted an AR scavenger hunt that enabled fans to get their hands on a limited shoe collaboration by scanning NYC posters, while this February it gave fans at a basketball match early access to limited edition shoes via a shoppable Snapchat filter.