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Headline

Can hyper-local stores save bricks-and-mortar retail?

Comment

It would be interesting to know how Nike plan to resource the creation of an individual range assortment for each of these local stores every season. Doing this at such a localised level of detail for multiple stores will be very resource heavy for a range selection and merchandise planning team. Algorithms can help, but it still needs someone to look at the selection to make sure it would all sit together aesthetically in the same store. Maybe the solution is to put the store manager in charge and give them the data, as the person closest to the consumer, but it requires an additional set of skills. And, as Paul West points out, you can lose control of the brand image and identity as you give more control to more people. But the reality is that it seems to be what the consumer wants, so as an industry we need to work out how to give it to them.

Posted date

6 September 2018

Posted time

6:39 am

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