Oregon-based sportswear giant Nike has inaugurated its first concept store called Nike Live in Los Angeles. Since the store is located at the Melrose Avenue in West LA so it is also called Nike by Melrose.
“Its thrilling to open Nike by Melrose bringing the best of Nike products and offerings selected for this community,” said Heidi O’Neill, President of Nike Direct.
The idea is to make it a new store concept hub for its local NikePlus members. The newly inaugurated store will operate like an experimental digital-meets-physical retail pilot. Products and services available here will take care of understanding of the neighborhood.
The products to be kept here will be city-specific styles to meet LA’s needs regardless of Nike’s broader seasonal priorities. The retailer will fill the store on bi-weekly basis. So Nike Plus members won’t have to wait for the products are looking for.
Nike digital commerce data (things like buying patterns, app usage and engagement) will help retailer to take care of needs of Nike Plus members.
Additionally, Retail Home, NikePlus Unlocks and Nike Scan are among major other features available at Nike by Melrose.
Nike by Melrose is the first Nike Live concept store built for and inspired by local NikePlus members. The retailer has decided to open neighborhood-specific locations around the globe. Tokyo is going to get similar one soon.
