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Transforming Retail Experiences with Nike’s Innovative In-Store Design

Exterior view of a Nike flagship store at night

BACKGROUND & PROBLEM STATEMENT

Nike sought to bridge the gap between physical and digital retail to create a seamless, immersive in-store experience. As consumer expectations evolve toward convenience and personalization, the challenge was to integrate real-time inventory, customization options, and dynamic product discovery into flagship store environments. Nike aimed to elevate its brand by crafting a retail experience that sets a new standard in customer engagement.

Nike's interactive endless aisle kiosk in a flagship store

Integrations

RESEARCH, INSIGHTS, & DEVELOPMENT

Our approach combined user research with iterative development, delivering insights which shaped innovative solutions:

  • Research & Insights:

    • Conducted customer journey mapping to identify key touchpoints where physical and digital experiences intersect.

    • Analyzed consumer behaviors and expectations around convenience, customization, and discovery in retail settings.

    • Validated concepts through focus groups and usability testing to ensure seamless interactions and high engagement.

  • Development:

    • Designed and prototyped three interactive installations: the Endless Aisle Kiosk, Interactive Wall, and Product Table.

    • Integrated advanced software engineering to link in-store terminals with Nike’s ERP and e-commerce systems.

    • Developed responsive interfaces powered by real-time data for dynamic product updates and customization options.

    • Crafted motion and interface designers to ensure visually engaging, brand-aligned displays.

Ultra high-def, multi-touch wall displaying Nike campaigns and live updates

Nike Football: Interactive Immersive Wall Installation

Nike Football interactive replica kiosk with a 65-inch touch display

Nike Football: Interactive Product Table Design

Interactive product table with RFID technology and 3D cameras

Nike Football: Interactive Replica Kiosk Installation

Nike flagship store with a glass facade at night.

Solution

Nike’s flagship stores were transformed into dynamic retail environments where customers could seamlessly explore, customize, and purchase products:

  • Endless Aisle Kiosk:

    • A 65-inch touchscreen enabling customers to browse, customize, and order products beyond the store’s physical inventory.

  • Interactive Wall:

    • An ultra-high-definition, multi-touch wall displaying live sports updates, product campaigns, and inventory details.

  • Product Table:

    • An RFID-enabled interactive table showcasing product comparisons, videos, and real-time availability.

Each installation provided intuitive interfaces powered by live data, blending physical and digital retail for a truly immersive experience.

Results

Our collaboration delivered measurable success for Nike:

  • Consumer Engagement:

    • Daily interactions with the installations exceeded 1,000, showcasing their ability to captivate and engage customers.

  • Retail Impact:

    • Enhanced customer satisfaction and conversion rates by seamlessly connecting the in-store experience to Nike’s online ecosystem.

  • Scalability:

    • The solution’s modular design enabled implementation across multiple flagship stores, reinforcing Nike’s position as a leader in retail innovation.

Interested in design-led growth?

At G.CC, we specialize in merging strategy, design, and advanced engineering to redefine retail experiences. Discover how we can help you integrate digital and physical commerce for unparalleled customer engagement.