Date post: | 16-Apr-2017 |
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Retail |
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NIKETHE FUTURE OF PHYSICAL RETAIL
Valentina González · Miguel Vieira
Valentina González · Miguel Vieira
ECONOMICALRETAIL VS. E-COMMERCE
Quarterly Sales
Q1 2013
Q1 2014
0 300000 600000 900000 1200000
71.188
61.911
1.147.388
1.120.085
Retail E-Commerce
% of change 2013 - 2014
% of change
0% 4% 8% 12% 16%
2,4%
15%
E-Commerce Retail
i*
i*
Advance monthly retail trade report July 2014, united States Census Bureau.
Advance monthly retail trade report July 2014, united States Census Bureau.
Valentina González · Miguel VieiraIPS SYSTEMS
TECHNOLOGY
“It’s important to point out that, just like GPS, IPS doesn’t necessarily betray your location to third parties.”
Provide consumer security
http://www.extremetech.com/extreme/126843-think-gps-is-cool-ips-will-blow-your-mind/2
Passive technology
Non-invasive interactions
Valentina González · Miguel Vieira
EMERGING SEGMENTSSOCIAL
“Nielsen expects the Hispanic population to grow by 167 percent by 2050.”
2003 201334%
22%
44%
31% 38%
31%
Spanish dominant
Bilingual
English dominant
Language Dominance
150 million
50 million
2050
2013
ii*
iii*
Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
Perceived influence of hispanic food in the USA.
Valentina González · Miguel Vieira
EMERGING SEGMENTSSOCIAL
82% 87%
Hispanic vote Non-hispanic voteiv*
http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
Valentina González · Miguel Vieira
ARCHETYPE MILLENIALS
Diverse, expressive & optimistic.1
2
3
4
5
Driving a social movement back to the cities.
Struggling, but have an entrepreneurial instinct.
Deal shoppers and desire authenticity.
Connected and want the personal touch
ii*
EMERGING SOCIAL SHOPPERS
Nielsen. “Millennials: Breaking the Myths” Report. 2014.
Valentina González · Miguel VieiraARCHETYPE
HYPOTHESIS
Omni-channel communications and a sense of communal gathering within the sales space will redefine what we understand as the retail experience.
Valentina González · Miguel VieiraTREND 1
INTIMACY
Zappos #nextootd
From the old general store to the next personalized retail space.
Valentina González · Miguel VieiraTREND 2
THE 3RD SPACE
Collaborative feedback and design within the community.
https://redpen.io
Valentina González · Miguel VieiraTREND 2
THE 3RD SPACE
Collaborative feedback and design within the community.
Valentina González · Miguel VieiraTREND 3
BEYOND “E”
Beyond E - commerceThe rise of the m-commerce should be the glue between E-C and B&M.The power of touch
Valentina González · Miguel VieiraINSIGHT 1
BESPOKE INFLUENCERS
Getting to know each visitor provides a personalized experience that identifies with the influencers and tribe leaders.
Valentina González · Miguel VieiraINSIGHT 2
COMMUNITY
Providing spaces where shopping is not the main reason to enter the space. Invitations to gather and engage with the brand without pushing sales.
Valentina González · Miguel VieiraINSIGHT 3
OMNI-CHANNEL COMMUNICATION
The retail space is not defined by the physical barriers, communication should reach the consumer in three directions: mobile, physical and electronically.
Valentina González · Miguel VieiraNIKE RETAIL
STATE OF THE ART
NIKE TOWN NIKE STORES
Valentina González · Miguel Vieira2010 - 2014
STRATEGIC LAUNCHES
Secret tournament Ad.1
2
3
4
Nike Apps
Nike I.D
Wearables
Valentina González · Miguel VieiraRECOMMENDATIONS
SHORT TERM
Omni-channel communication (cross-platform presence)
Bespoke experience, enhance the power of touch.
Valentina González · Miguel VieiraRECOMMENDATIONS
LONG TERM
Physical space, community and social gathering with influencers.
From bespoke to self made
Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
Nielsen. “Millennials: Breaking the Myths” Report. 2014.
i*ii*iii*
iv*v*
Advance monthly retail trade report July 2014, united States Census Bureau.
http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
http://www.extremetech.com/extreme/126843-think-gps-is-cool-ips-will-blow-your-mind/2
LONG TERMREFERENCES