Niketown, prominently located on London’s Oxford Street has now reopened its women’s department, featuring several of the technology touchpoints that – until now – have only featured in Nike stores situated in New York, Los Angeles and Shanghai.
There is now the ability to ‘Scan the Look’ – where customers using the Nike app can swipe a mannequin-based QR code to trigger stockroom staff to prepare showcased items – has a prominent position on the new-look third floor, which has been redesigned to promote women’s sport and inclusivity.
Various other technological features are situated across the department, including retractable digital signage screens that can be manoeuvred to make way if the floor is required to host an event. Vertical digital signage placed in the trainer section sits behind ‘staff picks’, displaying waterfall-like messaging explaining what the product is and how it is best used.
Lighting has been used in eye-catching ways on multiple side displays that showcase ‘products of the moment’ such as football boots. Indeed, the space features Nike UK’s first dedicated area for women’s football ahead of the World Cup kicking off in France this weekend.
