NIKE STEPS UP IN-APP SHOPPABILITY AT FOOT LOCKER
Nike and Foot Locker are testing a “first-of-its-kind partnership” at Foot Locker’s newest store. Foot Locker shoppers will be able to use their NikePlus app to check out and earn perks, as well as reserve products to try on inside the store and enter contests to win products when shopping. Foot Locker sees it as an opportunity to gain some foot traffic from the 170 million NikePlus members, while Nike is able to control more of their brand experience at retail. It will be an interesting partnership to watch.
LEXUS GOES OFF-ROADING WITH TENNESSEE RESORT PARTNER
Looking to give prospective buyers a new experience, Lexus is partnering with the luxury resort Blackberry Mountain in Walland, Tenn., to provide guests with the Lexus Off-Road Adventure. Guests will be able to book a 90-minute test-drive in a Lexus GX that will take them through six rugged challenges while they soak in the beauty of the Great Smoky Mountains. A personal Blackberry Mountain guide will accompany guests on their drive to give vehicle tips and sightseeing information. This is a great example of a brand tapping into the experiential, Instagrammable trends that drive millennial shoppers.
WALMART PARTNERSHIP MAKES TASTY RECIPES SHOPPABLE
Walmart and Tasty are teaming up to help shoppers quickly “add the entire ingredient list from a menu of 4,000 Tasty videos directly to their Walmart Online Grocery carts.” The app will use geo-location to find the nearest Walmart with the exact ingredients needed to complete the recipe. Shoppers will be able to customize ingredients; for example, they can opt for a different quantity, price or brand, and they can select organic or another dietary preference. Tasty says the partnership was a natural fit because at least 65% of its audience has made a Tasty recipe and “90% of Americans live within 10 miles of a Walmart.”