Nike’s newest concept store lets Angelenos’ digital shopping desires kick in

LOS ANGELES: Nike launched another of its retail-of-the-future experiments July 12 in West Hollywood, opening a concept store that aims to lure the digital shopper with personal services and experiences. And the products are chosen based on the shopping preferences of local users of a newly enhanced NikePlus app. 

To do this, the shoe and apparel maker drilled deep into its huge customer base, looking for a spot in the Los Angeles area where Nike customers were already loyal to the retail shoe giant and most willing to voice their opinions on what they want.