From Bits to Bricks: Online blog turns into a store
NiceKicks.com is a website for shoe fanatics. Period. They uncover every possible style, color way, prototype and limited release they can get their hands on. From deciphering what NBA players are wearing on the court to blurry camera phone shots of Jay-Z on the town, shoes are their game. In the video above, founder Matt Halfhill explains the transition of the Nice Kicks website into a brick & mortar retail store.
There are plenty of unknown variables in this scenario. Pixels are typically cheaper than atoms and the ability to refresh shelving is harder than refreshing web pages. Motivated to explore past the confines of the digital world the Nice Kicks crew hope to create a store that is equal to the online experience. The upside: your readership can turn into instant customers. The downside: Your readers may live nowhere near your town.
Having your product or brand represented online is nothing new for retail. But the idea of providing a physical ‘portal’ for fans of your blog to connect and interact with each other is an emerging trend in retail. Opposite from the typical shoe store, Nice Kicks is an online magazine providing consumers with information and specs as to who carries the latest and greatest at the mall. Now they plan to be at both ends of the court (cough,cough). Not every website has what it takes to become a real store but some websites do. I’m sure we’ll be seeing more small online businesses transition from bits to bricks in the coming years.
