In nine Australian and New Zealand skate and surf stores, Nike has transformed the definition of "in store user-experience" with its Nike SB interactive shoe walls. The solution is essentially what many brands are talking about, but few have successfully implemented.
Nike’s omni-channel aspirations were brought to life by developing an interactive in-store experience for Nike SB using RFID technology, tablets and banks of TV screens.
Since the first store launch, sales and product engagement have increased significantly. It has been rolled out across Australia and New Zealand in the first half of 2013.
The installation consists of a shoe wall with integrated display technology (TV screens and iPads) that uses RFID technology to display content specific for that product. Ambient video content and brand messaging are displayed on TV screens when there is no customer engagement, which creates a dynamic environment to attract consumers.
The system was designed for flexibility. It allows components (e.g. video wall size) to be scaled up or down to ensure that consumers across Australia are able to enjoy the experience regardless of the retail stores physical limitations.
If the customers desired size or style is not available in-store, or they are simply not ready to complete the purchase at that time, the customer can select to have their desired product sent to them via MMS or email , or using QR code go direct to purchase it on the nike ecommerce store.