Tech is playing a significant role in Nike’s plan to generate more sales through its company-operated stores. Interestingly, this tech is hidden—in its customer’s pockets. The large iPad-like display screens that populated Nike stores have been traded for images, art and IRL conversations with employees. Nike now uses its suite of apps to drive traffic to the stores, stock shelves with items customers shop for in the app, and create community through activities like running clubs. This approach seems sound given customers’ desire for human connection—and with the app-generated sales making up roughly 50% of Nike’s digital revenue, it’s smart to get the stores in on the action.

After a 15-year and $500mm renovation, LVMH will reopen the storied Parisian department store La Samaritaine in 2020. Purchased by the fashion conglomerate back in 2001, the “new” La Samaritaine will differ from LVMH owned Le Bon Marché insofar as it will be a less traditional department store—without housewares and kidswear it will favor a focus on fashion and beauty. Situated in the first arrondissement, the least residentially populated borough of Paris, LVMH will be relying heavily on tourist and destination traffic to drive sales. Given the latent state of legacy retailers’ digital marketing strategies, LVMH should lean hard into its expansive customer data pool, and look within its own portfolio (side-eye to Rimowa) to help it up its marketing game.

Target has seen steady digital sales growth in Q3 2019 because of increased same-day delivery and in-store pickup. The retailer has excelled where Walmart and others have fallen flat, using its stores as distribution hubs and by encouraging its customers to take advantage of in-store pickup. Stores-as-distribution-hubs is interesting given that back in October there was an outcry from Target employees about unsafe conditions in many of its stockrooms. While this shift gives Target a clear path to continued growth, we hope it’s taken the necessary steps to ensure its stockrooms are ready for the influx of goods.