NIKETHE FUTURE OF PHYSICAL RETAIL
Valentina González · MiguelVieira
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.
Advance monthly retail trade report July 2014, united States Census Bureau.
Valentina González · MiguelVieira
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
Valentina González · MiguelVieira
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	

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 · MiguelVieira
EMERGING SEGMENTS
SOCIAL
82% 87%
Hispanic vote Non-hispanic vote
iv*
http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
Valentina González · MiguelVieira
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 · MiguelVieira
ARCHETYPE
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 · MiguelVieira
TREND 1
INTIMACY
Zappos #nextootd
From the old general store
to the next personalized
retail space.
Valentina González · MiguelVieira
TREND 2
THE 3RD SPACE
Collaborative feedback
and design within the
community.
https://redpen.io
Valentina González · MiguelVieira
TREND 2
THE 3RD SPACE
Collaborative feedback
and design within the
community.
Valentina González · MiguelVieira
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
Valentina González · MiguelVieira
INSIGHT 1
BESPOKE 	

INFLUENCERS
Getting to know each visitor provides a
personalized experience that identifies
with the influencers and tribe leaders.
Valentina González · MiguelVieira
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.
Valentina González · MiguelVieira
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.
Valentina González · MiguelVieira
NIKE RETAIL
STATE OFTHE ART
NIKETOWN NIKE STORES
Valentina González · MiguelVieira
2010 - 2014
STRATEGIC LAUNCHES
Secret tournament Ad.1
2
3
4
Nike Apps
Nike I.D
Wearables
Valentina González · MiguelVieira
RECOMMENDATIONS
SHORT TERM
Omni-channel communication
(cross-platform presence)
Bespoke experience, enhance
the power of touch.
Valentina González · MiguelVieira
RECOMMENDATIONS
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

The Future of Physical Retail

  • 1.
    NIKETHE FUTURE OFPHYSICAL RETAIL Valentina González · MiguelVieira
  • 2.
    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. Advance monthly retail trade report July 2014, united States Census Bureau.
  • 3.
    Valentina González ·MiguelVieira 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
  • 4.
    Valentina González ·MiguelVieira 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 Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant, Bilingual Hispanics 1829 May 2003, May 2013
  • 5.
    Perceived influence of hispanicfood in the USA. Valentina González · MiguelVieira EMERGING SEGMENTS SOCIAL 82% 87% Hispanic vote Non-hispanic vote iv* http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
  • 6.
    Valentina González ·MiguelVieira 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.
  • 7.
    Valentina González ·MiguelVieira ARCHETYPE HYPOTHESIS Omni-channel communications and a sense of communal gathering within the sales space will redefine what we understand as the retail experience.
  • 8.
    Valentina González ·MiguelVieira TREND 1 INTIMACY Zappos #nextootd From the old general store to the next personalized retail space.
  • 9.
    Valentina González ·MiguelVieira TREND 2 THE 3RD SPACE Collaborative feedback and design within the community. https://redpen.io
  • 10.
    Valentina González ·MiguelVieira TREND 2 THE 3RD SPACE Collaborative feedback and design within the community.
  • 11.
    Valentina González ·MiguelVieira 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
  • 12.
    Valentina González ·MiguelVieira INSIGHT 1 BESPOKE INFLUENCERS Getting to know each visitor provides a personalized experience that identifies with the influencers and tribe leaders.
  • 13.
    Valentina González ·MiguelVieira 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.
  • 14.
    Valentina González ·MiguelVieira 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.
  • 15.
    Valentina González ·MiguelVieira NIKE RETAIL STATE OFTHE ART NIKETOWN NIKE STORES
  • 16.
    Valentina González ·MiguelVieira 2010 - 2014 STRATEGIC LAUNCHES Secret tournament Ad.1 2 3 4 Nike Apps Nike I.D Wearables
  • 17.
    Valentina González ·MiguelVieira RECOMMENDATIONS SHORT TERM Omni-channel communication (cross-platform presence) Bespoke experience, enhance the power of touch.
  • 18.
    Valentina González ·MiguelVieira RECOMMENDATIONS LONG TERM Physical space, community and social gathering with influencers. From bespoke to self made
  • 19.
    Nielsen NPower Hispanics1829, 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