Title	DIGITAL RETAIL EXPERIENCE
Brand	NIKE
Product/Service	CUSTOMER JOURNEY
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	DEMODERN Cologne, GERMANY
Advertising Agency	DEMODERN Cologne, GERMANY

Name	Company	Position
Alexander El-meligi	Demodern Gmbh	Managing Director
Nico Zimmermann	Demodern Gmbh	Interactive Creative Director
Tobias Soffner	Demodern Gmbh	Project Director
Robert Girvin	Demodern Gmbh	Ux Designer
Florian Gläser	Demodern Gmbh	Designer
Kjell Wierig	Demodern Gmbh	Designer
Christopher Brinkmann	Demodern Gmbh	Creative Developer

The Brief

Aware of how today's consumers are utilizing both the digital and physical worlds; Nike sought to create a new 'digital' retail experience. An experience which combines retail store, eCommerce and mobile customer journeys seamlessly. Previous collaborations with Nike made Demodern the partner to envision a holistic concept. After evaluation of the customer journey we set our goals on crafting an integrated omni-channel strategy. The solution consists of three prototypes which were launched in a Berlin flagship store just in time for the 2015 Champions League final. We developed a holistic and seamless customer experience, crafted of an omni-channel strategy; considering store, mobile and online-shopping experience. A new generation of retail was to be manifested by bringing together new features, tools and content, easing maintenance while increasing sell-through. The key technical task was to develop and install terminals, communicating via an underlying middleware and server infrastructure. The terminals are integrated with the store's ERP catalog and eCommerce shop to inform real-time product availability. Design and development in Unity, a game engine, guarantees high performance and flawless usability as well as overall stability. Backgrounds, animations and videos perform in Ultra-HD with 4k resolution. Access to the mobile-connect feature is gained via a captive portal. This solution allows for flawless integration with the retailer's mobile app. Customers' smartphones connect to support their journey as they move through the retail environment. Connected users can receive content via a simple shake of their smartphones.

A multi-touch, multi-user wall displays campaigns, products and social media bursts. This installation allows multiple interactions across an UHD surface spanning 9m2. The wall aggregates updates from Facebook, Instagram and Youtube, with rankings and scores from international and local soccer teams. Customers can intuitively push this content to their smartphones. To make the experience more engaging, customers are encouraged to leave their mark by taking a selfie which is instantaneously discoverable through a custom hashtag. A digital retail kiosk with a 65 inch; touch display where Nike Football fans can find, customize and order their Nike team products. Here one can see product availability in real-time for both in-store or online purchase. Online purchases are completed on the customer's smartphone via mobile-connect; in-store purchases are expedited via a connection to the cash desk. An 65'' interactive surface with multi-touch facilitates employees and enables customers on their continued journey. Nike products are comparable with real-time availability for size and color, detected by the ERP system. This installation is comprised of product videos, statistics and comparable shoe data. Product detection is informed through RFiD paried with 3D-cameras, supporting user interaction and positioning.

Terminal analytics help inform what stock is kept on-hand and ultimately how to improve overall stock efficiency. This helps to broaden the available assortment while making use of the shop area efficiently. The value proposition for the key target group of football orientated teenagers is the free WiFi which helps to make extensive use of the terminals. On heydays, more than 1,000 interactions take place, mostly in groups of three or more. For purchasing and sharing via the customer's mobile device we developed the mobile-connect feature, that aims to set a new standard in the retail customer journey for young target groups. The technical setup of all terminals offers a wide array of content to be displayed in the future, A/B-testing on a daily basis and above all, featuring in-store events, special store and online offerings as well as user generated content. The prototypes will be amplified with more rich content and new features. Today's insights will inform the retail strategy in future. Our project closes the gap between two retail worlds that have been separated for far too long – physical and digital.