A Contrasting Analysis of NIKE Harbour Town Physical and Online Stores

This report provides a comparative analysis of the NIKE Harbour Town physical store and its online platform. It examines the customer experience, product offerings, payment options, and overall shopping convenience of both channels. The physical store offers a hands-on experience with fitting rooms, exclusive offers, and the ability to combine shopping with dining and entertainment. The online store provides a wide range of products, mobile app access, and various shipping options, including free shipping on orders over a certain amount. The analysis highlights the similarities in product ranges and payment methods, while also pointing out the differences in convenience, the availability of try-and-buy options, and the impact of shipping charges. The report concludes that both online and physical stores cater to different customer preferences and that online expansion is beneficial for cost reduction and reaching a wider customer base. The report suggests that NIKE should set goals for their online market to capture more customers.

Running head: NIKE HARBOUR TOWN, GOLD COAST
Memorandum
NIKE Harbour Town, Gold coast
To:
From:
Subject: A Contrasting analysis of online store and physical store of NIKE Harbour Town, Gold
coast
This memo is written to share my experience on my visit to the NIKE physical store as
well as in their online website. The memo is to describe the differences I felt after visiting both
the store of NIKE to share the similarities and differences of the stores. NIKE is one of the
successful retail stores of the world that has a strong online presence worldwide. This helps the
company to attract easy customers to their stores. It is known for some of the best apparels and
footwear in town and worldwide. This raises my interest to visit their stores and analyse their
similarities and differences that will help me judge the better way of buying things from NIKE.
The physical store of NIKE has the symbol of offering new innovations and
commitments to its visitors. The motive of innovation is present in the NIKE store all over the
world. The store in Harbour Town offers some of the best process to its customers on ranges of
apparels and footwear. There are also exclusive offers offered by NIKE in their physical store
such as 15 percent off for tourists and VIP locals. It offers smooth parking space in the east to all
the visitors of the store in order to give them hassle feel shopping experience. The store also
offers many payment options to the customers such as debt card, cash and also accepts discount
cards if owned by the visitors. The NIKE store at Harbour Town is also surrounded by many

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NIKE HARBOUR TOWN, GOLD COAST
entertainment stores and dining restaurants where the visitors can chill after their shopping. The
store also has a beautifully designed fitting room where the customers can try out the dress
before deciding to buy it. However, the physical store in Harbour Town is taking an initiative to
change the layout of their existing physical stores by incorporating easy payment options and
modifies fitting rooms for the customers. The store also have large number of staffs readily
available to serve the customers any time they want.
The second store option for NIKE is their online site which also offers wide range of
options to the customers but do have some differences compared to its physical store of Harbour
Town. Online shopping options are available to the customers for NIKE products in their mobile
app and an omnichannel features. The online website too has a huge range of products for the
customers for apparels to shoes and backpacks. Customers can customize their shopping bags
first and then check out for ordering the products. The online site of the brand offers two
shipping options to the customers that is standard shipping and express shipping. However, the
shipping charge varies for both the options. The brand also gives the option of free shipping on
orders of $100 or more. The site also publishes their new collections on the online store as soon
as it is available for the customers. By doing this the company tries to connect the NIKE stores
online so that the customer can view all the items available offered by the brand. The brand is
also trying their best to offer more option mobile options to the customer for viewing their store.
The increasing online presence initiative made by the brand is because of the benefit that online
marketing offers to the company.
Both the online and traditional stores are similar when it comes to product ranges and
payment option; however, the payment increases in the online option due to the shipping charge.
On the other hand the online option is more easy to shop than the physical store. The company

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NIKE HARBOUR TOWN, GOLD COAST
offers try and buy option only in their physical stores. Both the stores have their own differences
and are opted by customers depending on the choice they have. The customers that want to eat
along with shopping will visit the Harbour town store. The customers will buy from their online
website if they do not have time to visit the physical store.
From the above analysis, it is clear that online store expansion as good as the
traditional stores. Traditional stores are evident even now to that extent because of some of the
convenience it offers to the customers such as the fitting room options and the offers are
available more. Whereas, the growth rate of online stores are increasing at a faster rate due to the
amount of benefits it offers to the company. The number of online shopping sites are increasing
day by day including both the official sites of brands as well as online shopping channels where
the brand offer their products for sale. Online store is an ideal idea for the company if it wants to
reduce their cost of staffing, advertising and infrastructure building. They should also plan a
structure and set a goal to reach a desired target after few years in their online market. This will
help them capture a wide customer base of the market they want to penetrate within a short
period.