LosAngeles:DMDRNonRetailTourintheCityofAngels
When traveling on business in Los Angeles as an advocate for digital installations at the POS and an expert in Creative Technologies, one cannot avoid visiting Melrose Avenue to get an idea of how the boundaries between online and offline in the fashion industry and retail in general are increasingly blurring. What we discovered there supports our own insights and strategies, but of course... we never pass up the chance to conduct a little field research.
The Nike Melrose Store
The Nike Melrose Store is one of Nike's most impressive and, above all, digital flagship stores. The shop on what is probably the most famous high street in L.A. after Rodeo Drive is a prime example of perfectly integrated technologies around buzzwords like "community" and "data." Even though the buzzword "community" is now used quite inflationarily, the brand takes the use of user data to a new level with its strategy, as physical and digital (or "phygital") applications are perfectly connected and blended in the Nike Melrose Store.
The store serves as a platform, a living website, so to speak, that combines the advantages of traditionally physical products with the most modern applications from the digital age. With the Nike App at the epicenter of interactions, customers can compare products, customize them, view a wider selection, and beyond that, connect with the brand and community - all in an entertaining and playful way.
The concept of the Nike Melrose Store is completely data-driven. By using local data sets submitted by Nike Club members, Nike can change the product inventory as needed and make a selection that meets the customers' needs. We love this concept and are convinced that broader acceptance of such a strategy should prevail among other brands and in various industries, and should not be ignored, as there will always be more and better methods of using user data.
(We were totally impressed by Nike's Sock Vending machine. Club members can scan their app to receive a free pair every two weeks. Physical meets digital in perfection.)
Nordstrom Local Store
On our way along Melrose, we came across the Nordstrom Local Store, which offers a convenient point for picking up online orders, on-site alterations, quick and easy returns, and free styling. The store pleasantly surprised us as it combines experiences, products, and services under one roof. Nordstrom Local proves that you don't have to overdo it digitally - technology doesn't have to or shouldn't be in every customer touchpoint. However, the store clearly lacked the "latest technologies," but still serves the local community as an offline platform and meeting point. During our visit, the store was in "Christmas mode" and offered customers a gingerbread house station and a gift wrapping service.
The Glossier Make-Up Store
And further along Melrose... we discovered the Glossier Make-Up Store, a prime example of experiences fully geared towards Generation Z. The store and products are 100% "instagrammable" and designed so that customers can't help but enter the store and try out the products. The strategy is obvious: e-commerce is linked with social networks to connect customers with the brand and, of course, with each other. The store was crowded but still conveyed an "easy" atmosphere. Among the crowd were as many employees as customers, who could and wanted to offer everyone who walked through the door an engaging and special experience.
Our personal highlight was the spontaneous beard makeover that our Experience Director Jason was practically "forced" into. Maybe he's already an Insta-star by now, and we don't even know it.
