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Nike announces retail app for connected in-store experience

Nike

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.

Nike's scavenger hunt
Nike’s scavenger hunt

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.

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What you missed: Luxury on Amazon, understanding data, Nike’s Mark Parker

Luxury is resistant to selling on Amazon
Luxury is resistant to selling on Amazon

The big news this week surrounds the ongoing resistance from luxury to sell on Amazon. Jean-Jacques Guiony, CFO of LVMH, said last week, there is “no way” it would do business with Amazon. “We believe that the existing business of Amazon… doesn’t fit our luxury, full stop, but also doesn’t fit with our brands,” he explained.

Quartz writer Marc Bain has a great overview on this. As he starts his story: “Next year [Amazon is] expected to become the biggest apparel seller in the US, and it boasts an enviable customer base for higher-end brands”. Yet of course, it also presents the problem of being too accessible and not reflective of the high quality customer experience luxury brands are aiming for online – many of them only recently.

Meanwhile, also worth reading this week is a piece on Nike’s Mark Parker and his view on imagination, innovation and art, another on how tech hubs are helping luxury brands return to their roots, and one on the way in which artificial intelligence is changing retail forever. If that wasn’t enough, be sure to also check out new campaigns from Abercrombie & Fitch through to Patagonia.


TOP STORIES
  • Is it even possible to sell “luxury” on Amazon? [QZ]
  • Fashion marketing is failing to understand data [Glossy]
  • Nike’s Mark Parker on imagination, innovation and art [Another]
  • How Silicon Valley (and other global tech hubs) are helping luxury return to its roots [LeanLuxe]
  • Number of Europeans using mobile payments triples, Visa study finds [Internet Retailing]

BUSINESS
  • How Brexit is set to affect how we shop [Daily Telegraph]
  • How do you sell a $6,000 bag your customer can’t touch? [QZ]
  • In stagnant luxury market, luggage brands roll on [BoF]

ADVERTISING
  • Abercrombie & Fitch tries on a new attitude: friendly [WSJ]
  • New Patagonia short film shows how fair trade shopping is good for business [Co.Create]
  • In REI’s tearjerker, people carry out a fellow hiker’s lifelong dream in tribute to his life [AdWeek]
  • Longchamp takes virtual stroll through Paris to mark boutique renovation [Luxury Daily]
  • Avon calling: #BeautyBoss campaign reboots brand [BrandChannel]

RETAIL
  • How artificial intelligence is changing online retail forever [TechCrunch]
  • Karen Millen launches B2B-only tech concept store [Decoded Fashion]
  • British Telecom launches connected store concept [Decoded Fashion]

TECHNOLOGY
  • We’re getting closer to clothing made entirely by robots [QZ]
  • How mobile is transforming product search — and why voice may be next [Retail Dive]
  • Alibaba’s new payment system lets virtual reality shoppers pay by nodding [Reuters]
  • VR is where my fashion dreams can become reality [The Verge]
  • Silkworms spin super-silk after eating carbon nanotubes and graphene [Scientific American]
  • Elle’s augmented reality experiment: fad or future of media? [WWD]

UPCOMING EVENTS