Nike on Melrose

Retail giant Nike has launched a retail-of-the-future concept store in West Hollywood, that aims to lure the digital shopper with personal services and experiences.

Nike on Melrose

This store is meant to take everything we know about our customers digitally and, with the new NikePlus app, use that to elevate their shopping experience

Cathy Sparks, VP & GM of Nike Direct Stores

To select the location of the store Nike mined their customer data to find the perfect customer in the crosshairs of loyal, stylish and vocal enough to tell them what they want. The result, the Nike Live Melrose concept store – serving Los Angeles NikePLus loyalists.

Customers access tailored lines

According to Nike, on top of providing a selection of best-sellers and essential running, training and sportswear product, Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data – things like buying patterns, app usage and engagement – to serve local NikePlus members exactly what they want, when they want it.

In this video from the LA Times, Sean Madden, Senior Director of Product at Nike, describes the unique features of the store accessible only by app users.


Customer-driven retail

Nike demonstrates how the overlap in online and offline experience can be cleverly activated to better service a high-worth customer base – in this case, the Melrose ZIP code. By mining their customer data they were able to maximize loyalty with existing customers (increasing engagement by 48%), whilst capitalizing on finding new lookalike customers in the area.

Keeping the transaction activity online, via the app, provides a closed loop with all in-store purchase data coming back to a single customer’s profile.

The true data rockstar element is how customer data is used to stock the store in real time. For example, if yellow products become a trend on the app with that geographical customer segment, Nike will put more yellow products into the store. The ability to anticipate trends and forecast is genius. Now to see if this approach can be scaled!


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Author profile
Senior Content Lead (Former) at Lexer

Rachael is Content Lead for Lexer and loves producing content that helps marketers better understand the latest advancements in customer data & martech.

Rachael has a BA in Film & English Literature, & 14 years experience marketing for global brands. When not busy writing, Rachael can be found walking her giant Golden-Doodle, Buddy around Brooklyn or at Improv classes.