Nike Store - 5th Avenue

Whilst I was visiting New York I had to make a trip to Nike's new flagship store on 5th Avenue in New York, after all the great things I'd heard about it. I discovered that inside the store you can create your own personalised trainer there and then. The store allows you chose from a variation of prints and colours that they have for their well known motif, the famous 'tick', and you can also chose the style and the colours of the shoes and laces. I think this creates a great store experience and makes it memorable for customers to want to come back. It also creates a personal connection between brand and consumer.

As well as a personalisation area, they offer a Nike expert service with one-to-one appointments with someone who is a highly trained personal shopper and can give advice on the products that the customer may need. When members enter the store they are able to scan the barcode of the shoes they would like and see what sizes are available in what colour. Nike Plus members can also skip the que and use a digital check out online.

I absolutely loved visiting this store as it felt like a brand new concept, although personalisation has been done with many brands before, this was just on a whole other level.