The Nike Flagship store on Oxford Circus does not seem to have a coherent digital signage strategy. Nevertheless the store is full of digital signage installations. The shop window facing Oxford Street has been made in one large LED screen. Inside the shop on the ground floor a special promotion area is equipped with a 4x4 displays (40”) video wall. The content in both installations was an image campaign video for a current product line. Also on the ground floor (and on the first floor) in the Nike+ shop in shop digital signage is heavily deployed. A table with two touch displays enables the customer to interact with other users, to brows their personal experience with the product and to share one’s own experiences. The installation is father supported by non-interactive displays next to the table showing the user generated content. Displays are also situated in other shop in shop sections of the store, like in the skateboard section or in the football section where a 3x3 displays video wall was showing films themed by the respective section. All installations ware technically well done and also the content makes a good impression. However, there is no homogenous concept behind the digital installations which has a rather chaotic effect on the customer experience.

Facts & Figures

Location

Nike Flagship Store London