Dr. Rahmyn Kress: Global Head of Henkel X Ventures. Get in touch with him on LinkedIn.
Dr. Rahmyn Kress: Global Head of Henkel X Ventures. Get in touch with him on LinkedIn.
Attention-grabbing headlines about the demise of the brick-and-mortar retail store are only becoming more frequent. But the part of the story that’s being left out is how physical retail is, at times, helping drive online sales and vice versa. From clever data-collecting techniques, to regular in-store experiences, to loyalty building exercises – prescient companies are finding unique opportunities in the current retail landscape.
Nike has launched a new flagship store in New York. An impressive six-floor, 68,000-square-foot space, but more notable than its size is the focus on customer experiences and conveniences. You can “speed shop” by reserving sneakers ahead of time online. When you arrive, they will be waiting in a digitalized locker with your name displayed and controllable via your iPhone. At the end, it’s no more than a few taps on your iPhone to checkout. What’s more – any mannequin sporting a slick top or interesting item you spot around the store – you can simply scan its QR code and have that item sent to a fitting room in your correct size.
According to John Hoke, Nike’s Chief Design Officer, the next step for retail is a blend of digital and physical, “Imagine the website, live,” says Hoke. “The future of retail is going to be less fixed, more fluid, and hyper-responsive to consumer trends and needs.”