Customer experience is vital in retail – in addition to price, quality, and product design.
Recently, Shanghai 001, Nike’s first “House of Innovation” has demonstrated the significance of unique customer experience. The exclusive 41,150 square feet concept store is located in Shanghai’s attractive Nanjing East Road shopping district. What are the four things that Nike deliver to the customer?
1. Exclusivity. Retailers want to be viewed as special in their trade by making consumers feel special through the purchasing of their products. The first floor of Shanghai 001 is filled with only-to-be-found-here products. This communicates an understanding of and desire to accommodate the local tastes and flavours of Shanghai’s consumer market. It also appeals to consumers’ desire for uniqueness. Generic as such doesn’t sell. Shanghai 001’s Nike Arena, which showcases the company’s latest styles through engaging installations, is a case in point.
2. Interactivity. I might tell you the Air Jordan 33 is great on the court, but that doesn’t compare to a real-time (digital or otherwise) demo of me smashing baskets with them on! The Shanghai 001 store offers speaker presentations, workshops, and digitally-led-training sessions. Such customer interaction could build trust with the brand to influence their purchase decisions.
3. Personalization. To build connection, trust, and loyalty. The top of the four-floor store hosts Nike Expert Studio. This is where NikePlus members get to enjoy private sessions with the store’s top staff athletes. Products and styles are selected for each member based on in-depth discussions about their goals and preferences.
4. Customization. Another incentive toward becoming a NikePlus member is the ability to customize the designs of the products bought. This is done at the store’s Nike By You area. From dip-dyes to embroidery, Nike footwear can be customized to fit each member’s preferences. This service offering makes buying a lot more like creating, which falls more into the realm of experience (as opposed to utility)