Nike Rise, Guangzhou, China
With plans to open up to two hundred smaller format stores over the next few years, Nike is re-inventing its flagship stores and experimenting with what it calls ‘New Retail’- an innovative combination of physical and digital experiences and services.
The Nike Rise concept in Guangzhou, is a digitally driven, membership focused store.
This is a new type of approach that uses data supplied by local Nike app members to power the whole consumer experience in the Nike Rise store itself. This reflects how Nike Members engage with the Nike App in-store, and how the store looks and feels throughout the customer journey.
The three storey, 22,000sq.ft. store showcases products for men, women and children, with a dedicated space for Jordan branded products. Nike Rise offers a hyper-localised experience for their members in Guangzhou, using sales data from the Nike app to stock products that are popular in the locality. This simplifies product assortment and ensures the products are relevant to members, helping drive sales.
Through Nike Experiences on the Nike app, members can become involved in a wider Nike eco-system, which creates a sense of community and connects members through the power of sport. It gives them access to in-store events and workshops hosted by Nike athletes, experts and sport influencers, both promoting the brand and an active lifestyle.
China is a buoyant market for the Nike brand, despite COVID-19 and whilst Nike reported an overall mid-year revenue dip, they saw revenue in China increase. Nike plans to scale the Nike Experience capability to other stores across the globe, enabling them to become Nike Rise stores with localised offer.
