Adidas Unveils Unique Digital Store in London, With a Focus on Service, Speed, Digital

LONDON — Adidas is stepping into the future with its new digital concept flagship store on Oxford Street, which opens Thursday, across the street from Selfridges. It spans more than 26,900 square feet over four floors, and has been designed to be flexible, immersive, service-oriented — and entertaining. Of the many digital features is new app feature called Bring It To Me, to speed up shopping, an immersive running experience to try out products and RFID-enabled fitting room mirrors that engage and educate. “The reason you come to a physical store has to be different from e-commerce, so we’re giving (customers) a reason to come here through service, through our MakerLab and through digital. It becomes a fusion of what physical manifestation should be for our brand,” said Hannah Mercer, vice president of global retail and franchise operations. Through the app, shoppers are able to scan a shoe with their camera and select the size they want to try. They can then notify the store associates, show where they are located in the store and how long they have been waiting. The app also allows them to click on pre-set responses, which will be translated to the customer’s language of choice. “If my phone

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