Nike Direct's leader explains how the Los Angeles concept store will inform the brand's DTC strategy on how to use data to build not only the store design but also incorporate localized services and select product stock

To breathe new life into the brick-and-mortar experience, retailers are turning to one key ingredient: their consumers. Taking their shoppers' needs and behaviors seriously and incorporating them into every touchpoint in customers' visits, brands are reinventing the store as we know it, driving sales and interest using interactive and immersive technologies, displays and capabilities to integrate the best of digital and physical shopping into one enjoyable and efficient service.

Nike has been pioneering the new face of IRL retail, and the athletic retailer's recently opened Nike by Melrose store is no exception: Described as a “neighborhood digital service hub,” the store is built on data and driven by digital, embodying the Nike Live concept in  subtle and effective ways. PSFK founder Piers Fawkes spoke to Nike Direct President Heidi O'Neill to understand how this concept store was built by and for the people of L.A.'s Melrose neighborhood, catering to their lifestyles and tastes, as well as its mission to synthesize the best of digital and physical, implementing connected options like at-home reserve for in-store trial and even boasting an expert-staffed Sneaker Bar.

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