Brief

To create an end to end retail and digital journey that empowers women to ensure they are properly supported in their athletic journey.

As part of the launch of a new Nike Sports Bra collection, Nike wanted to raise awareness and educate women in selecting the correct sports bra for their given sport. Nike recently carried out consumer research that provided evidence that a large percent of women are do not know their current bra size and are also not aware of the variety of sports bras available for different sports.

O12 were approached to create an end to end retail journey that is focused on educating women on how to purchase the correct sports bra, empowering women with the right tools to be the best they can be at their sport. Additionally, Nike wanted the concept to take an omnichannel approach, bringing digital into the physical environment and experience but also allow the full experience to be available digitally without the support of the physical environment.

Approach

An immersive retail and digital experience that work in tandem to create an easily accessible journey for the perfect fit.

O12 approached this with the same passion as Nike and made the primary goal and whole experience based on purely educating women. The experience needed to be designed to be enjoyed by all women and make them feel as comfortable as possible.

O12 wanted to create a concept that would allow the customer to complete the journey independently but also provide a feeling on a helping hand throughout. To achieve this O12 created a microsite that worked hand in hand with the instore experience. By asking a series of questions to help take the customer through the journey step by step.

Upon starting the journey customers are given the choice to use instore digital screens, the app or microsite available via QR codes. Bespoke tape measurers are provided, that then lead the customer to a discreet fitting room. The app or microsite present further instruction on how to measure which is also supported digital screens and signage within the fitting room.

Once measured the customer can input their sizing into the microsite, app or digital screens and selected their preferred sport/s. Via the device of choice the customer is then presented with their recommended size and suggested support in relation to their sport. Customers are then shown Sports bras available on the store’s eCommerce platform, also within the space there are dedicated ‘Bra Experts’ on hand to assist in the shoppable pop up experience.

The Concept also had to be created with flexibility so that it could live in more than one Intersport Store. Nike wanted it to move across a total or four European stores which later grew to nine stores due to its success.

Impact

Now on its journey across nine different locations throughout Europe, the pop-up Bra Bar experience has already seen high numbers in consumer engagement both instore and digitally.

The pop up and digital experience has been greatly received in its first location of Engelhorn. Those who cannot attend the physical store can experience the same education through the app or microsite, which is available in four different languages. The space has seen great numbers in consumer engagement and has triumphed in delivering a successful omnichannel end to end journey to the consumer.

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