Nike asked us to increase their retail footprint in a new and interesting way. To do so, we designed an experience that allowed independent skateboard shops in LA to create their own digital storefront and populate it with a bespoke Nike inventory.
Customers could then purchase the items in-store and get them delivered within the hour. The result? A double digit sales increase, enhanced brand engagement, and a brand new, scalable hyperlocal retail solution.
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A new inventory model and customer experience If smaller skate shops are to survive in the retail industry they need to cater for every type of skater – male, female, young and old. That means they need to offer every type of shoe, in every size, colour and style. But right now, they are under threat as local shops struggle to compete with giant stores (and stockrooms).
The scalable in-store experience We identified key consumer behaviours during a detailed but fast research and strategy phase. This also included technical discovery, research into new distribution methods and business models, and the data, insight and planning to inform the best cities to kick off the programme.
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A business first delivery model As soon as the customer completes the order in store, the nearest Nike SB fulfilment centre is notified. They then process the order and have the sneakers delivered to the customer in less than two hours (within a 12 mile radius), rather than several days.
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A retailer of the future Our work opened up entirely new experiences and locations for Nike and the participating retailers. We helped a global business to innovate within the confines of a traditional retail model and think differently about how they can support their customers, as well as the end consumer.
