耐克未来倾向线上线下结合销售！新功能太亲民了...

For something that ends with something so pleasant, shoe shopping can sometimes seem like the worst kind of work: concern that a shop won't have your size, asking to find out if they do and try it on, only to discover that size doesn't fit and being forced to trudge back ashamed and ask for a different size, before being forced to wait all over again as you try and check out.

尽管有些事情的结尾让人愉快，但是买鞋子有时可能是最糟糕的事情：担心商店不会有你的尺寸，要求他们寻找你的尺寸然后试穿，却发现尺寸不适合并被迫羞愧地退回鞋子并要求不同的尺寸，然后在你再次试穿和结账时增加等待的时间。

Nike, it turns out, wants to put a stop to that kind of shopping just as much as you do. And with its latest additions to its app, it appears to have succeeded. The company is just one of a range of firms betting that the future of retail looks a little like its past, and that traditional shops aren't being killed by technology but enhanced by it.

事实证明，耐克和你一样希望停止这种购物模式。随着其应用程序的最新功能，它似乎已经有所成果。耐克是相信未来的零售业仍将保存部分现状的众多公司中的一家，他们相信传统商店并没有被技术杀死，而是被技术所强化。

The company's new update – known as Nike App At Retail, and newly launched at its London Store right on Oxford Circus – allows you to shop right from the app, choosing your size and style and having it checked out seamlessly. Which sounds just as straightforward as buying online, except it comes with all the experience of actually heading to the shop.

该公司的新更新 - 被称为Nike App At Retail，在伦敦牛津广场分店推出 - 允许你直接从应用程序购物，选择你的尺寸和风格，并无缝结账。这听起来像在线购买一样简单，不过它包括了实际前往商店的所有体验。

The changes are intended as a way of bringing the best of the shopping experience into the app, and vice versa. In short, it works like a combination of the two: you can order and request clothes in the app, but try them in the store, and then check out with none of the stress but taking your new purchases (and the all-important bag) straight out of the store.

这些更改旨在将最佳的购物体验带入应用程序，反之亦然。简而言之，它就像两者的结合：你可以在应用程序中订购衣服，然后在商店里试穿一下，然后在没有任何压力的情况下线上结账再直接把你买的新东西直接拿出商店。

If you want to try on some shoes, say, just grab them from the wall, open the Nike app and scan the barcode inside, letting you choose what size. If they don't fit, ask again – they'll come within minutes, and you can order them to any part of the shop you like. If you do want them, just take them up to any of Nike's store staff and they'll let you buy them on your phone.

比如说如果你想试穿一双鞋子，只需从墙架上拿下它们，打开Nike应用程序并扫描里面的条形码，选择尺码。如果不合适，再次询问 - 新的鞋子将在几分钟内到达，你可以将鞋订购到您喜欢的商店的任何部分。如果你确定要购买，只需将鞋带到Nike的任何商店员工那里，他们就会让你从手机上购买。

（翻译：Jen）