For decades, loyal Nordstrom customers have been flocking to the store for designer goods and great service. In recent years, however, Nordstrom has been undergoing a digital transformation for a fresh approach to customer experience. The efforts are a start, but they are far from a fully successful digital transformation. Many of us are watching Nordstrom, even rooting for its success. Time will tell if Nordstrom will not only survive the vast changes in the retail industry, but achieve the status it once held as a leader.
So far we can see that some aspects of the Nordstrom digital effort have been successful. Here are 10 keys to Nordstrom’s digital transformation.
1. Leverage Your Data
Nordstrom’s innovative approach to data helps the store understand its customers and create personalized experiences. Its personal book software is integrated into the point-of-sale system to provide real-time shopper information. Each online customer has a profile with their style preferences and purchase history. That information is used to make product recommendations and let customers know when their favorite brands are available.
2. Build Online Offerings
Nordstrom has spent the last few years expanding its online offerings and has tripled the number of items on Nordstrom.com since 2011. It also launched an e-commerce site for Nordstrom Rack in 2014 to sell its outlet and discontinued items. Revamping the website means not only adding more items but also making it easier for customers to search for what they want.
3. Create Local Stores
Modern customers often prefer to shop online, but they still want to experience the brand. Nordstrom has Nordstrom Local stores that don’t have any inventory but instead feature juice bars, nail salons, seamstresses and fitting rooms for online orders. Customers can order items online and can pick them up and have them tailored at local stores, which breaks down the walls between online and in-store shopping.
This article originally appeared on forbes.com. To read the full article, click here.
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