Nike opens new concept store in LA uniting digital and brick-and-mortar

By

Cassidy Mantor

Published
Jul 12, 2018

Nike has launched its newest omnichannel concept Nike Live, bringing together digital and brick-and-mortar retail in a 4,500-square-foot cross-category store called Nike by Melrose, on Melrose in the heart of West LA.

The new store will feature men's and women's assortments which will receive new deliveries every two weeks, a first for Nike. The store will also sell city-exclusive merchandise as well as curated seasonal picks from Nike collections.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” explains Heidi O’Neill, president of NikeDirect, in a release.

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"As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail," she added. 

The Nike Live concept is an attempt to combine the data pulled from digital apps including NikePlus, Snkrs, Nike Training Club (NTC) and Nike Run Club (NRC) with functions from Nike's website to offer a more personalized consumer experience in store.

The space will feature a Sneaker Bar where customers can speak to a store assistant about footwear, try on items on the spot and take advantage of the fastest shoe purchasing experience that Nike offers.

NikePlus members can also check in every two weeks at an "Unlock Box" for new products and goods, use text messaging to connect directly with the store team, and use a curbside service for quicker purchasing and returns.

To accompany the launch of the new store concept, Nike created a new app, Nike App at Retail, which allows customers to reserve and hold items in in-store lockers. Customers can also use the app to scan barcodes to consult further information on products, such as their availability in other locations or online.

From a customer service standpoint, Nike Live offers bra fittings and on-site alterations for pants and tights. Like other Nike direct-to-consumer stores, customers can use the in-store treadmill to trial shoes.

Nike by Melrose is now open. It is located at 8552 Melrose Ave. in Los Angeles, CA.