the future of physical retail

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