Mix-and-match shopping terminal
Within the seamless digital strategy of Nike, we developed a shopping and consulting terminal for the SportScheck flagship store in Munich. For the release, we integrated products of the Nike Performance collection with focus on tights and sports bras.
Interactive consultancy and area efficiency
The product data from the mix-and-match terminal derives from the ERP system of SportScheck. Availability and price information is automatically updated from the e-commerce and store databases. Key features of the terminal include a wide range of available products, interactive consultancy, cross-selling as well as mobile checkout with home delivery.
Sales and service concept
Consumer studies show that about 80% of all women choose the wrong size when purchasing bras. The shopping terminal is a simple and transparent consultancy tool, helping them pick the right size and style of product – thereby preventing mispurchases.
Touchpoint analysis and rapid prototyping
To understand the target group’s shopping behavior, we conducted a compact touch-point analysis at an early stage of the creation process to define the target group, research the point-of-sale, and analyze the decision-making process. Members of the target group were invited to multiple usability tests throughout the conception phase, providing valuable feedback along the way.
Integration to the retail concept
When integrating the terminal into Nike’s customer journey at SportScheck, the positioning of the display was as important as planning a stable infrastructure; the creation of call-to-actions, and the visual communication of benefits. These challenges were tackled in close cooperation with the retail designers and Nike-team.
Enhancing the customer journey
Nike enhanced its customer journey by implementing an intuitive and interactive sales tool: From a digital assistant that supports both customers and staff to a wider assortment that is delivered to your door through mobile checkout.
A simple and concise interface
Attracted by a clear call-to-action, the user is immediately led into an assisted or explorative shopping experience. Product features are presented vividly alongside individual style recommendations.
Open, decentralized omnichannel terminal
In line with the seamless concept, all product data from the mix-and-match terminal derives from the ERP system. Price and availability information is updated automatically. Purchases at the terminal are transfered to the user’s online shopping cart via a short-code for mobile checkout. For easy maintenance, the application is hosted on a cloud server.
Interactive consultancy and mobile shopping
Due to its simple structure, the terminal is a very agile and future-proof retail tool. New products are automatically synced – making expansion of the product range an easy process. Thereby, bringing new possibilities to the future of retail for both brands and their customers.
