When you walk into the Nike Town London store, you’d be forgiven for thinking you’d stepped into a high-end gym. A DJ welcomes you in, spinning pulsing house music, whilst attractive staff clad head-to-toe in workout gear (Nike calls their in-store staff athletes) swan around the store, with seemingly no tills in sight.
Shopping in a Nike store is big on the “experience” side of things, complete with cool installations and an enviable collection of trainers making up the sneaker wall. This all part of Nike’s plans to get consumers to continue to shop in store, with the help of technology.
The company recently released Nike App at Retail in the Oxford Street store, which aims to bridge the gap between shopping online and shopping in-store in a seamless way. Using geolocation tagging, the app knows when you arrive in the store and offers up a range of new features to make physically browsing products a more enjoyable experience, via your smartphone.
