Nike launched its most innovative European store this month, highlighting the astronomical increase in the use of technology within today’s shopping experience.

The Nike West London store in Westfield is the latest step in the evolution of Nike’s Rise concept, offering a unique in-store digital experience by streaming real-time, responsive and localised sports stories (obtained via Nike’s activity apps Nike Training Club and Nike Running Club) onto LED screens at the entrance to the store. The store also features the first Track Table in Europe, an interactive footwear comparison tool enabling customers to learn about the specifications of each model, read reviews and make an informed decision as to the suitability of individual products. A bespoke pop up customisation desk featuring West London focussed Nike graphics created exclusively for the store by local artists also enables unique customisation of products. Nike’s aim is to make customers feel more engaged with the local area, motivated to play sport and ultimately to be well kitted out in its merchandise whilst doing so. By offering an experience that cannot be had online, Nike hopes to attract customers to experiential stores such as Nike West London and to embed itself in the local community – an impressive feat for a global brand.

Nike West London reinforces Nike’s commitment to the ‘phygital’ store, which merges the physical and digital experience. Its first significant foray into phygital stores came in 2018 in New York City and Melrose, Los Angeles. The New York store enabled busy New Yorkers to use the NikePlus app to select their desired product, size and colour before entering the store and to either collect it at the changing room or a self-service locker. The LA store adopted a more personal approach, using data collected from local NikePlus members to connect the city, sport and athletes and create a store specifically tailored for the local clientele. For example, the data collected enables stock to be updated every 2 weeks to keep up with local trends.

Other retailers have been following in Nike’s well cushioned footsteps by investing in phygital stores, such as Amazon Go’s “just walk out” concept, Chanel’s augmented reality smart mirrors and McDonald’s digital kiosks. A recent study by IBM highlighted that 72% of consumers want to go back to a physical store (following the global pandemic) and generation Z feels most aligned with stores that are more digitally enabled. Nike will clearly be hoping its significant investment in phygital stores will lead to an increase in digital footprints entering them.