The Future of Physical Retail

NIKETHE FUTURE OF PHYSICAL RETAIL
Valentina González · MiguelVieira

ECONOMICAL
RETAILVS. 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.

IPS 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

EMERGING SEGMENTS
SOCIAL
“Nielsen expects the
Hispanic population to grow
by 167 percent by 2050.”
2003 2013
34%
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



Perceived inﬂuence of
hispanic food in the USA.
EMERGING SEGMENTS
SOCIAL
82% 87%
Hispanic vote Non-hispanic vote
iv*
http://conill.com/images/uploads/thinking/The_Hispanic_Inﬂuence_on_America.pdf

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.

ARCHETYPE
HYPOTHESIS
Omni-channel communications and a
sense of communal gathering within the
sales space will redeﬁne what we
understand as the retail experience.

TREND 1
INTIMACY
Zappos #nextootd
From the old general store
to the next personalized
retail space.

TREND 2
THE 3RD SPACE
Collaborative feedback
and design within the
community.
https://redpen.io

TREND 2
THE 3RD SPACE
Collaborative feedback
and design within the
community.

TREND 3
BEYOND “E”
Beyond E - commerce
The rise of the m-commerce
should be the glue between
E-C and B&M.The power of touch

INSIGHT 1
BESPOKE

INFLUENCERS
Getting to know each visitor provides a
personalized experience that identiﬁes
with the inﬂuencers and tribe leaders.

INSIGHT 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.

INSIGHT 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.

NIKE RETAIL
STATE OFTHE ART
NIKETOWN NIKE STORES

2010 - 2014
STRATEGIC LAUNCHES
Secret tournament Ad.1
2
3
4
Nike Apps
Nike I.D
Wearables

RECOMMENDATIONS
SHORT TERM
Omni-channel communication
(cross-platform presence)
Bespoke experience, enhance
the power of touch.

RECOMMENDATIONS
LONG TERM
Physical space, community and
social gathering with
inﬂuencers.
From bespoke to self made



Nielsen.“Millennials: Breaking the Myths” Report. 2014.
i*
ii*
iii*
iv*
v*
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

The Future of Physical Retail

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