With 345 locations, Nordstrom is reinventing themselves to keep up with todays shopper, they introduced two main strategies designed to entice shoppers.
Pop Up Shops
Themed pop-up shops, shop-in-shops featuring up-and-coming fashion designers, and Nike concept shops,debuted in three stores this past fall.
“The better job we do in all of our stores but particularly our higher-traffic stores of showing the customer something new, giving them a reason to buy something new, the better our business is,” said James Nordstrom,
Rotating pop-up shops, which change every few weeks and are curated by Olivia Kim, director of creative projects, and seasonal assortments from emerging designers are another way Nordstrom gains traction with the millennial audience. The ever-changing selection also taps a strategy of discovery and gives shoppers a reason to return, either in stores or online, where the programs also operate.
Thanks to early investments in digital, the company now attributes roughly a quarter of its sales to e-commerce.
In order to better connect with customers, Nordstrom has also been focusing on mobile. The brand now offers the option to make purchases via text message to store associates. Shoppers can also shop their local store’s inventory online and reserve products in certain locations.
“It’s a great example of cross-channel shopping but also an experience where the customer is in control,” said Shea Jensen, Nordstrom’s VP of customer experience. “We continue to look for ways to offer experiences that differentiate us.”
Nordstrom has put focus on prioritizing — limited distribution brands, a best-in-class human service experience, and a seamless digital plus physical experience.
In recent months, as competitors closed stores and watched sales sputter. The 116-year-old department store chain has spent decades perfecting its reputation as the customer-service destination, the place where top-notch store associates are willing to cater to a shopper’s every need.