If you build it(and let them lock their stuff in it), they will come.
I spotted this at the University Village Nike store. The lockers let runners who are out on a Nike+Run Club run to secure their valuables. The video screen above the lockers displays information on upcoming runs and all of this is next to the treadmill where you can have your gait analyzed.
Great examples of a brick and mortar store adding value for in-store customers.