Nike introduces a new technology in its physical stores to improve the customer experience when making the entire purchase process
For any user of Nike’s physical stores, the shopping experience has been evolving towards new concepts. Traditionally, the “merchandising” that the firm has carried out has been well known. But today, all that is over. One of the most uncomfortable moments when buying shoes is when we really liked a model, but we can’t find our size.
Here comes the adventure of looking for a seller (they are not always available, especially if the establishment has many people). When they finally serve us, it is possible that said salesperson gets lost in the backroom, looking for the model that we like, in our size. And we have to wait for a time that seems endless.
New treatments for the search in stock
New technology has come to alleviate this situation. Everything can be very fast in Nike stores. A simple digital device, efficient storage management, and the salesperson will locate in front of the client the model that he likes and in the right size, and all this in seconds. Going to look for the shoes in the back room (knowing the exact point where they are located) will be a matter of a few more seconds. If this commercial attention, combined with technology, is combined with a perfect smile and personalized treatment, the experience could not be more positive.
The time of payment
When it comes time to pay for the item, technological innovations can also make a difference. In Nike stores, the salesperson will scan the product in the same place where the customer has tried on the shoe. There he himself can collect the amount, though the buyer’s card. No need to wait in lines at the checkout counter, no need to change vendors, and no need to even move from where the shopper is. It is, as we see, an unbeatable shopping experience.
Experience creates need
These types of sales strategies generate a habit in the buyer. This comfortable and fast experience is what any user will look for in subsequent purchases, that is, it becomes a point of reference. Other brands of similar products that do not provide this experience will be placed in consumer preferences well below those that do.
Although it may seem very simple for a brand or a physical store to offer a customer shopping experience like the one we have seen from Nike, in the daily management of stock not everything is so easy. Among other things, complex technology is required. Let’s think about the example we have seen, about a shoe store. If there are many customers, the movement of salespeople taking models out and putting them in the back room is great. To this, we must add the rush, disordered boxes, also the entry of new models and sizes, the lack of time to place everything, etc.
In the midst of a “battle” of a very saturated day in terms of customers in the store, will digital devices be capable of providing reliable information? Will the seller be able to locate a possible fault in front of the customer, in real-time? And when it comes time to collect the item, can you guarantee one hundred percent that the payment gateway is totally efficient? These failures will force the seller to return to the traditional sales process, in addition to the feeling of extra time lost for the customer.
The facts about Nike
At the end of June of this year, Nike announced the results of this fiscal year 2017. The online channel that the company makes available to its users and customers has grown in sales by 30%, passing two billion dollars in your billing. These data represent an increase of 12.8% compared to their 2016 results.
Another piece of news that we recently learned about is Nike’s commitment to reach an agreement with Amazon, and thus be able to sell its items through this leading platform. In addition to increased sales, this deal will allow Nike to better control the marketing and distribution of its items on Amazon. All of this will reinforce your retail sales strategy and optimize your online channel.
