"Nike by Melrose" is Redefining Digital Commerce

Nike launched a new store that is first-of-its-kind— a data-backed, data-sourced shopping experience. “Nike by Melrose” is built for the specific clientele of Melrose Avenue in Los Angeles; it was crafted with the people in mind, getting valuable intel from data on the community’s spending habits and retail affinities to tailor the service and product line in-store.

The 4,557 sq ft building is blurring the lines between digital and physical shopping, and it was also designed to work seamlessly with their already existing interfaces.

At a time when brick-and-mortar retail is facing threats, Nike by Melrose is a testing ground for a more data-driven local approach.

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