Inside London's Nike Rise: The new London store concept
What: Following the success of the new concept 'Nike Rise' in Guangzhou, China and in Seoul, South Korea, Nike is bringing the concept to London in a bid to get closer to the customer with a community focus and sports insights.
Why it is important: The Rise store, one of only 3 globally, is designed to be unique to each city they're in, using local sports like football and running in London, along with data on the city, brand and athletes to create tailored experiences, community events and insights for sports fanatics.
The two-storey, 17,000-square-foot store in the high-traffic Westfield shopping mall in West London is smaller than its flagships, but it differs in what it offers customers: tailored data and more top-end digital experiences like the Inside Track, an interactive RFID-enabled digital footwear table where shoppers can compare product benefits, footwear technology and online reviews.
The key is getting shoppers to sign up to be a member via one of the Nike apps: membership is a critical differentiator in driving growth as members who engage with two or more touch points across Nike's ecosystem have a higher lifetime value, according to the brand.
Nike Rise is one of four concepts in Nike's retail portfolio, which includes:
• Nike House of Innovation: serves as a flagship in key cities (currently 3 cities: New York, Shanghai and Paris).
• Nike Live: is more niche, unique to a specific neighbourhood, offering community events like running clubs and services such as digital return and scheduled visits in-store.
• Nike Unite: an outlet space for the brand to liquidate and keep its marketplace clean.
• Nike Rise: is more city-focused, and so far a small part of Nike's overall sales, but an important investment to increase brand loyalty and drive more shoppers to become members, meaning they've signed up for one of Nike's apps.