Devoted patrons of the popular Los Angeles shopping district, Melrose Avenue, are in for a treat — and quite possibly, a new pair of shoes. Inspired by not only by the Melrose Avenue location itself, but by the people it’s comprised of, the creation of Nike by Melrose has been meticulously formulated and data-driven by how people in the area particularly interact with Nike and its products.
By pulling specific points of data to curate the store's inventory and selection — including the fact that one in 50 pairs of shoes sold in the Melrose Avenue area was a Nike Cortez — the company is revolutionizing store flow and promoting swift and efficient sales and upkeep. The single-level, 4,557 SF building is also home to Nike’s first Nike Live concept store, blurring the digital and physical lines of shopping with seamless integration between the store and the Nike Plus mobile app. The store also offers other city-specific styles that are determined by data and local NikePlus member information, thus certain footwear, apparel and accessories are specific to Los Angeles' needs vs. broader priorities.
This 21st century shopping experience features everything from on-site app notifications for special offers, pre-orders placed in smart lockers for pick-up, and the “Swoosh” text messaging option with which patrons can text store-related questions and receive answers within seconds. These personalized, technologically-charged store updates set the standard for not only Nike by Melrose, but also for the evolution of brick-and-mortar retail experiences to come.