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.