Aircraft Interiors

All Aboard the Plane Train: Nike Evokes PaxEx with SNKRS XPRESS

February 21, 2016 | Written by Jordan Yerman

Nike Streetcar Shoe Store — Nike’s streetcar shoe store is evocative of the some regional jet interiors. Image via Complex

APEX Insight: When Nike launched the SNKRS XPRESS streetcar shoe store during this year’s NBA All-Star Weekend in Toronto, it demonstrated an idealized version of the commercial airline passenger experience – and sparked some in-flight purchasing ideas.

For this year’s NBA All-Star Weekend, Nike essentially turned a streetcar into an airplane interior, giving new meaning to “Air Jordan.” Clever ideas such as this are gifts that keep on giving, inviting us to dig further into the notion of what a shopping experience can look and feel like. Here are some of the ways Nike’s debut streetcar pop-up shop mimicked the airline passenger experience while, at the same time, prompted us to think more critically about it.

Check-in and Lounge: While open to the public, one had to be a Nike+ member to score a reservation for the SNKRS XPRESS in downtown Toronto. Shopper-passengers queued at a minimalist white desk to receive their boarding passes, which included assigned seats. After checking-in, participants could get their shoes shined in the lounge while waiting to board.

Boarding: This is where Nike’s personal shopping experience began in earnest. After getting their boarding passes verified and punched by an attendant, the shoppers entered a Toronto streetcar that had been retrofitted into a mobile shoe store.

Passengers board the SNKRS XPRESS streetcar from the pop-up check-in lounge at 277 Queen Street West in Toronto. Image via BlogTO

Passengers can scroll through the sneaker selection on their devices and even play games like basketball trivia and virtual hoops. Image via BlogTO

A sneaker display on board the streetcar. Image via BlogTO

The embedded screens are even equipped for credit card purchases. Image via BlogTO

At the end of the 20-minute ride, passengers arrive at the final destination where they can continue to shop or simply pick up the sneakers they purchased on board. Images via BlogTO

Design: The seating arrangement in the streetcar was uncannily airline-like. Rather than sticking to the typical Toronto streetcar seating plan, SNKRS EXPRESS favored forward-and-aft-facing seats, one along either side of the central aisle and each facing a touchscreen – similar to the interior of some regional jets.

IFE: As the streetcar took off, a video played on each shopper’s screen – but instead of providing safety instructions, it outlined how to shop aboard the vehicle. A local sports star – Toronto Raptors’ DeMar DeRozan – provided the narration (as in Air New Zealand’s Men In Black-inspired safety video featuring the All Blacks rugby team) and graphics replaced live actors, reminiscent of this Virgin America safety video.

As the streetcar took off, a video played on each shopper’s screen – but instead of providing safety instructions, it outlined how to shop aboard the vehicle.

Merchandising and Retailing: While the main purpose of Nike’s SNKRS XPRESS was to sell shoes, an airline’s mandate is to deliver passengers safely from Point A to Point B. However, airline passengers are a captive audience and merchandising is becoming increasingly prevalent in terms of travel culture and airline revenue strategy. We’ll never forget SkyMall, but new digital in-flight shopping offers more opportunity for a curated experience. Beyond the sale of drinks and snacks, duty-free shopping is fully ingrained in the airline passenger experience, with third-party apps getting in on the action. As with the in-flight duty-free experience, purchases made via the touchscreen while aboard the Nike streetcar could be picked up upon disembarkation.

Catch the SNKRS XPRESS in action in the video below. For another Nike take on the passenger experience, read about The Athlete’s Plane in “Flight Fatigue” from the Entertainment Issue.

https://www.youtube.com/watch?v=wTxmSv_z99k