The Shoe Fits

Nike’s quest to per­son­al­ize re­tail ex­tends from Snkrs to the rest of its chan­nels.

Fast Company - - Future of Retail -

1. Nike App

Tak­ing a page from the Snkrs play­book, Nike re­cently be­gan “un­lock­ing” spe­cial col­or­ways of pop­u­lar shoes to users of its main app and let­ting them cus­tom­ize kicks with lo­gos and per­son­al­ized laces. It also of­fers mem­bers perks—ap­ple Mu­sic credit, say—based on past pur­chases.

2. Nike Run Club; Nike Train­ing Club

Nike’s train­ing apps pro­vide a suite of ser­vices in­clud­ing fit­ness track­ers and work­out pro­grams. You don’t need to pur­chase a Nike prod­uct to use them. But you do need to set up a Nike+ ac­count, cre­at­ing a dig­i­tal thumbprint that fol­lows you from app to app and that can be used to of­fer high-achiev­ing mem­bers ex­clu­sive re­tail re­wards.

3. Nike store

Last fall, Nike worked with ad agency Wieden+kennedy’s tech stu­dio, the Lodge, to cre­ate an Ar-en­abled sneaker cus­tomiza­tion ex­pe­ri­ence in the shoe­maker’s New York City stu­dio space. Shop­pers could slip on a shoe, project dif­fer­ent graph­ics onto it, and have their fa­vorite de­sign printed within an hour.

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