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RETAILTHEATRE:NIKE:WHOAREWE?:Startedin1962with$500BasedonahandshakebetweentwomenAimtomakerunningshoessuitableforrunnersNowhasrevenuesof$11billionOperatesin160countrieswith24,300employeesBrandsincludingNike,ConverseandColeHann”IfYouHaveaBodyYouAreAnAthlete”NIKETOWNLONDON:Opened1999byMichaelJordanApprox3millionvisitorsperyear68,000sqftoverfourfloorsRunningclub–200perweekattend160,000unitsofstock260staff1in5throughthedoorleavewithapurchaseOurmissionstatement:DeliverpremiumconsumerexperiencesateverytouchpointNIKETOWNLONDON:WHYDOWECREATETHEATRE?:RETAILTHEATRE:HOWDOWEDOIT?:HOWDOWEDOIT?:HOWDOWEDOIT?:HOWDOWEDOIT?:HOWDOWEDOIT?:HOWDOWEDOIT?:RETAILTHEATRE:HOWDOWEDOIT?:BRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?:WHATWOULDWEDO?:WHATWOULDWEDO?:WHATWOULDWEDO?:byColinTrask,contributor*•03Jan2006Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Therearefewareasofoureconomythathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedontoadesiretoservehimself?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustomersandemployees.AlongwithRoyCammarano,hehaswritten"CreatingDo-It-YourselfCustomers:HowGreatCustomerExperiencesBuildGreatCompanies."Honebeinseestheself-serviceindustrydrawingonfivetypesofdo-it-yourselfcustomers.Thefirstisthetransactionalcustomerwhoiswillingtocarryoutthetransactionroleofdoingbusiness.Thenextisthetraditionalcustomer;thisistheclassicDIYkindofguy:hefixesit,buildsitandrenovatesithimself.Thirdistheconventionalcustomer.Thiscustomeristheco-creatorofproductvalue,whereallproductsareviewedasservicesand—throughuseoftheproduct—
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