Sports clothing brand Nike has announced a ‘clicks & bricks’ concept ‘Nike Live’ store where physical and digital retail services are offered in a bricks and mortar store. This includes smart lockers that NikePlus members are able to use to collect their goods.

The first clicks & bricks store has been opened on Melrose Avenue in LA. Nike Live was “created in support of Nike’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalize the NikePlus Member in-store journey”.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” said Heidi O’Neill, President, NikeDirect, in a statement issued last week.

“We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”

Big brands including Amazon – and now Nike – have not abandoned the bricks and mortar store but have instead started using the clicks & bricks concept to drive even more business, harnessing the advantages of both retail types. Ultimately an online shopper will make secondary spends worth up to 10% more when they have to collect their goods from a retailer’s shop. That is considerably more than ‘marginal gains’…