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Nike store is very spacious, you dont have a feeling it is too busy and crowded, yet there is this "keep going" vibe which supports one to go and check all the floors. Manequines are real representatives of real looking people therefore they somehow convince one to try on the piece and communicate that Nike´s collection is for everyone.

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Zara does not try to communicate any message, more just selling pieces in masses. They use manequines for some visual merchandising, yet, these manequines do not communicate any ideas nor enhance creative thinking, they serve just a visual display. It is always very crowded and messy and sales associates seem to be always busy and unwilling to help. It is convinient place if you just want to try the piece on and order online.

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Zara doesn’t  has any special visual merchandise. The stores are super crowded. Zara always displays their clothes colour coordinated . every floor had both party wear and its winter collection. Its easy to locate stuff in zara with their app which the sales people have and with that app they can tell you where the clothes have been kept exactly. They have new kiosks for self checkout and to order clothes which aren’t available on the store.

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When you enter Zara, you automatically comprehend how busy the store is, especially the Oxford Street branch. The store is overpacked with clothing, however, if your size isn't available you easily ask any of the shop assistants and they'll get the item in no time. They also have an express check out till on the second floor which for many is convenient and less time consuming.

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Every time you enter the Nike store in Oxford Circus you feel the thrill of buying new work out clothes and heading to the gym. What really caught my attention this time visiting the store was the plus sized mannequins they had in the ladies section. They also offer free yoga classes and have a resident DJ giving the store a dancey feel.

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Nowadays, all brands are trying to introduce more digital stores in the market. Zara following up this trend, has included several screens (with photos of the in-store products from their campaigns) in order to make the customer experience more enjoyable and interactive. The store in Oxford Street includes express tills which is something recently introduced. In-store, a customer can find the newest collection with several going-out pieces for events like Christmas parties.

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Entering the Nike store in Oxford Street, a customer can identify all the digital displays which make the in-store experience more interactive and engaging.  Moving around the store, one  can observe that every single corner is different and unique; whether that is a digital screen or the way the products are placed. In the women's wear floor, there is an expert studio corner, where customers can ask questions on how to sign up for the yoga class, which is something that Nike recently introduced.

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The first thing you see entering the store would be the newest collection showing on mannequins as well as racks around them. The bold colors and ruffle details are eye-catching. It could inspire customers for some Christmas/New year party dress code ideas.

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At the Arket store on Regent Street, this bright and attractive display of a simple product like socks is right beside the Cash counter which is smart way to tempt customers into impulse buying! Not only the placement but also a promotion on the product definitely increases the probability of sale.

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I really love the concept of Arket as a Store and Café. The in-store experience is very important today and being able to stop to drink something or maybe wait for someone is extremely important, it change the whole experience. Also, they have chairs near the queue, a detail a lot of stores has forgotten and that is so important when there is a long queue, these small details can prevent clients to leave their items and not buy them.

Regarding, the display of the store, I think is really simple and color block, which makes the buying experience very simple and enjoyable.

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The NikeTown at Oxford Street has different areas dedicated to different sports and in the football section they have an additional space to test footballs which is a brilliant opportunity for  sports enthusiasts. Nike is a brand that is always trying to create a more experiential retail environment for its consumers.

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The Nike Store they received you with great live music which makes you feel a fun and energetic space, since there are 4 floors you have another DJ on the 4th floor where you also can find an interesting space call the expert studio which has its own fitting rooms an assistant there for you. The Leds on the wall show you some dates and details for workshops.

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All around the store there are digital signages which made the in store experience more interactive and fun to experience. In this picture the videos are being displayed behind the shoe wall . It was a very interesting concept as space has been utilised properly and has not been wasted. It adds on the store experience and its very visually appealing.

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In Nike's womenswear the shoes have been displayed in the middle of the floor and it is placed very creatively. The shoes  are displayed in colour schemes and the shoe type which makes the wall very visually appealing. The place has alot of space so the customers can move around , sit and talk to the sales people for assistance. The staff is very friendly and helpful .

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Picture 1:
A big range of shoe collection displayed in a creative way by category offering enough space for customers to sit with a good number of sales people to assist them and help them during their purchase decision making the experience even more pleasant and increasing the purchase.

Picture 2:
Offering customers the idea of personalisation and exclusivity while giving them a way to interact with the brand and get creative in their own way.

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The brand has been trying to keep transparency with their customers by displaying information. Also, they have created a unique shopping experience where they want to showcase that fitness and fun is possible by keeping DJ on different levels of the stores

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Each corner of the store is different and unique with clothes ranging from Winter athleisure to Football section for the fans. What was really interesting were the mannequins that defined the what each section stood for.

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Denim jeans on offer come with a contentment guarantee, yet can be returned for a full refund within 30 days of wear (attached tags off, washed etc.) if the customer nonetheless is not satisfied with the product.

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In-store Café allows comfortable and relaxed shopping experience, extending the time spent on the visit. In this case male customer sits while the female partner picks out garments for him.

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**Sorry for the sideways photo, it does not let me flip it**

Analyse Your Stride:
consumers can have their running stride analyzed by an Adidas team member to find the perfect fit shoe for their specific running style. Here's a lovely pic of Liyen engaging in the customer experience!

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Nike Expert Studio: a destination for consumer information. Here, Nike experts can help consumers with bra fittings, treadmill trial runs for shoes, and consumers can get more information about Nike Plus membership (loyalty program).

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Nike Jersey Shop – value co-creation where customers can customise their jerseys with collars, patches, zips etc. It’s a fun activity for customers that they wouldn’t get elsewhere.

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Adidas sneaker services: different levels of cleaning so customers know where they can get their shoes cleaned. The express clean service allows them to do it then and there in-store.