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To stop sales from fleeing to Amazon, Nike and Coach have created a shopping environment people want to visit.
Nike’s New York Soho store includes a basketball court, treadmills and a soccer pitch, all so that shoppers can see how products perform in action before making a purchase, MarketWatch reports. Nike execs said the shift away from passive shopping toward an exciting event-like experience is the future of retail, where connecting with customers will be key to bringing them into stores.
Coach is taking a similar approach. Its Fifth Avenue New York location offers monogramming and other types of product customization options, hoping to connect with customers through its physical stores in ways Amazon cannot.
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