Nike by Melrose : a surprising customer experience
Last summer in Los Angeles, Nike opened a new store called Nike by Melrose.
It focuses on hyper-personnalisation. The store indeed uses the data acquired on each member living nearby. Then, your visit to the store is totally personnalised : the services, the products highlighted… Even if anyone can enter the store, NikePlus member can experience an upper level of service.
NikePlus member customers can:
- Book their items to pick them up in store in “smart lockers”.
- Unlock unique offers and products in the NikePlus Unlock Box (a large vending machine)
- Send a SMS to the sellers to, for example, make a return or exchange at the “curbside pick-up” (drive or pedestrian terminal overlooking the outside), staying in their car.
- Members also have access to :
- the Sneakers bar
- Nike Express Sessions for a private interview with a stylist for up to 30 minutes
- a Dynamic Fit zone to relax or, on the contrary, to try products on treadmills
The purpose of Nike by Melrose is to pamper and reward its best customers through ultra-personalised services.
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