Take a virtual tour of the new Nike store in New York City's SOHO neighborhood. It sets a new standard in customer experience.

1. Customer Experience Brief:
Nike Soho

2. The store layout is open and feature-rich.
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3. There are 5 floors full of products, services, and experiences, all
celebrating the uniqueness of the Nike brand.
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4. Make Your Mark, where customers can design their own shoes,
was the highlight of the store.
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5. Lots of people were intently working on personalizing their own
shoes.
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6. People of all kinds seemed to be enjoying the experience.
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7. An employee was working one of the stages of the
Make Your Mark experience. 7

8. Even shoelaces are customizable.
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9. A special area of Make Your Mark featured the Air Force 1, Nike’s
iconic basketball shoe.
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10. Throughout the rest of the store modern displays showed off Nike
products.
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11. Inspirational messaging was placed throughout the store.
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12. The store was pushing NikePlus, Nike’s new membership service
and app.
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13. Through NikePlus, members get access to exclusive product,
premium services, and special events.
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14. Large digital screens were available for accessing Nike.com.
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15. The stories behind the products were highlighted.
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16. Employees were dressed in athleisure wear and worked from small
stations throughout the store.
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17. Nike Battlegrounds artwork referenced the movie about street ball
players.
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18. The store has a Nike version of Lululemon’s pant wall.
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Nike’s partnership with Gatorade was woven into a
product display.

20. The store carried products for a full range of
workout activities and sports. 20

21. The only disappointment was the Apple Watch/Nike+ product
display. The products were in a glass case, no accessible to touch
and feel as they are at an Apple store.
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22. Products were showcased creatively.
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23. Nike even managed to spice up a typically-boring shoe
wall.
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24. A basketball trial zone welcomed people to try out
Nike shoes.
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25. In fitting rooms, customers could adjust the lighting to see what
products would look like in different venues.
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26. The store is billed as “the ultimate destination for every athlete in the city” and it didn’t disappoint.
Interactive and personal experiences, artful displays, and lots of well-organized and accessible
product make this store a new standard in brick-and-mortar.
Learn more about the store at https://www.nike.com/us/en_us/e/cities/nyc/nike-soho .
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27. Access more Customer Experience
Briefs and
other brand leadership content
by Denise Lee Yohn at
http://deniseleeyohn.com.
DENISE LEE YOHNbrand leadership expert | speaker | author