The recently opened store is a combination of various integrated experiences, all based on the fluidity of the buying process:
Let's say you need to pick up a new pair of running shoes, but you want to try on several styles before you buy, so shopping online doesn't make a lot of sense.
At the flagship store's "Speed Shop," you can reserve whichever shoes you want to try online, and then when you arrive at the store you can head straight to a set of lockers. One of them will have your name on it, and you can unlock it using your phone. The shoes you want to try will be inside. After you've decided which pair is right, you can use your phone to check out without ever having to stand in a line. You can be in and out of the store in minutes.

The Speed Shop, which is located in the store's basement, even has its own separate entrance to make it more convenient. It's a clever way to use technology to make real-life shopping more seamless.

The future of retail will be a mix between the digital and the physical. That idea is also reflected in the merchandise that's stocked in the Speed Shop: Nike staff changes what's on the floor based on what items are selling best online in the zip code. It's a little bit like having the website, live. The future of retail is going to be less fixed, more fluid, and hyper-responsive to consumer trends and needs.

The key to the Speed Shop is the Nike app's retail mode, which pops up when the app recognizes that you've entered a retail store. Retail mode allows customers to request items, unlock their locker, and check out in-store.
Best of all, when you've decided what to buy, you don't need to stand in line. You can check out in the Nike app using the same payment methods that you'd have for the online store. Because the Nike team found that people were sometimes confused about this process, they created small stations on each floor that are designated as Nike self-checkout points. Each of these has a place for shoppers to leave hangers and to grab a bag for their purchases.

Data is undoubtedly part of the future of retail, as companies like Nike try to become more regular parts of their consumers' lives. The company is already working on building up its direct relationship with consumers, partially through its suite of apps and partially through increasingly experimental retail experiences.

For shoppers who love the brand and want to tap into every experience it has to offer, sharing more data with Nike is likely worth it. For people who hate shopping in stores, it might be a no-brainer to have your phone magically unlock a greater level of convenience than you could get elsewhere.