Innov8ing the Nike Store

Diana Peng, Aimee Epstein, Raja Rajavel, Kevin Lee, and Garrett Heath

The Store: Our Observations

OBSERVATIONS• Bright, eye-catching clothing• Expensive• Static –no video screens

INSIGHTS• Target Audience: young moms• Community-Oriented • Mannequins displayed clothing out

of character for the target audience.

Casually

Observe

Customer

Service

Make a

Purchase

Talk with

Employees

Our Process:

The Store: Getting Hooked

THE RUN CLUB• Creates a connection to the store• Establishes a community norm (“everyone in the area is running with Nike”)• Difficult to find out about unless already a member

Opportunity for Improvement

Problem Statement: Nike is a company with worldwide brand recognition, but its store fails to fully attach itself to the community and create a sense of loyalty among its customer base.

Areas for Improvement: • Creating Loyalty to Worldwide Brand• Drawing people into the store• Educating customers about new products• Leveraging the Run Club better for sales• Expanding the Run Club idea

Our Solution

Connecting with the Community

Using Nike+ to follow customer

goals and progress

Building a way for people to connect through Nike for

exercise

Creating a Connection

Buying: Customers purchase a Nike+ product and are

offered to be displayed

Creating a profile:

Customers personalize their Nike+ program online as they

normally would

Nike Run Club: Personalization

Goal and Time Frame: Customers can choose one of 4 goals and decide how long they need to achieve it

Following the Progress Online

DianaStanford, CA•Goal: Workout more often•Time Period: 8 weeks•Started: March 13, 2009

KevinWoodside, CA•Goal: Run a marathon•Time Period: 12 weeks•Started: February 10, 2009RajaMenlo Park, CA•Goal: Run 100 miles•Time Period: 8 weeks•Started: April 10, 2009

Nike Run Club Tracker

AimeeAtherton, CA•Goal: Bay to Breakers Race•Time Period: 14 weeks•Started: January 27, 2009

GarrettPalo Alto, CA•Goal: Run 7 days a week•Time Period: 12 weeks•Started: March 1, 2009

ChrisStanford, CA•Goal: Run 8:50 steeple•Time Period: 16 weeks•Started: February 15, 2009

Nike Run Club Tracker

Nike Run Club: Feedback

Customers: I talked to a couple of customers at the store and they seemed to think that the idea was pretty interesting

Employees: The store’s visual specialist that we talked to seemed to think that they were doing enough already

Customers: I talked to a couple of customers at the store and they seemed to think that the idea was pretty interesting

Employees: The store’s visual specialist that we talked to seemed to think that they were doing enough already