We worked on this project jointly with our friends at GoCream, who made super cool and engaging designs.
Nike came up with the idea of an interactive screen allowing customers to print customized T-shirts immediately. It means that you don’t need to wait for your custom T-shirt to be ready:
- Just choose one from the store catalog.
- Create a unique design on a touchscreen.
- Pay it with a card and get your brand new custom T-shirt.
This interactive screen could also be used as a POS terminal for regular purchases.
Nike wanted to position itself as a high-technology brand, show all the newest brand developments and create a WOW effect for customers. Also, the brand assumed that engaging and seamless customization would increase sales and reduce queues.
The results were incredible: during the first 9 days of work, 705 orders were made using the T-shirt customizer.
Moreover, every 5th session, including everyone who just touched the start screen, resulted in a T-shirt purchase.
20% of sales were carried out with the help of new cash desks. Self-service checkouts have increased store throughput and reduced queues.
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