Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

Report this comment to a moderator

Please fill in the form below if you think a comment is unsuitable. Your comments will be sent to our moderator for review.
By submitting your information you agree to our Privacy & Cookie Policy.

Report comment to moderator

Required fields.


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


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