Swoosh

Give your customers what they want.’ Although Steve Jobs famously disagreed, for most businesses, this remains sound logic. Now Nike has taken this one step further by creating Nike by Melrose; a concept store ‘located and stocked by you’. The store is neighbourhood specific, stocking its shelves bi-weekly, based on geotagged customer preference data sourced live from its NikePlus membership group. Here is an example of online best practice transitioning to the physical world. Personalisation is easy online, but in store retailers have been typically reliant on historic sales patterns. In Nike by Melrose, members are recognised as such as soon as they step into a geofenced area of the store, allowing for further personalisation based on individual buying patterns. As an incentive for providing data and making purchases, the membership group can redeem a reward every two weeks from an in-store vending machine. Localisation provides an antidote to clone high streets, and better engages local customers. Not so long ago, Starbucks went through a rebranding exercise to accentuate local design nuances. This local interpretation of a global brand is key to differentiating offline sales and providing a richer experience that might stem the digital tide.