We don’t think the customer is loyal to channels.

We don’t hear customers talk about channels very much

Customers value experiences.

It’s an interesting point of view from James Nordstrom, President of Stores at US high-end brand fashion Nordstrom as it, in common with the rest of the retail sector, re-invents itself around the omni-channel customer.

With that in mind, the firm’s not doing too badly at all. While the company doesn’t want investors to get into a ‘by channel’ mindset, scrutiny of the firm’s second quarter numbers yesterday tells its own story:

• A $211 million profit on $3.7 billion in revenue.
• For the six months to end June, online sales for Nordstrom overall come to $1.34 billion.
• Sales at Nordstrom.com grew by 20% year-on-year.
• Nordstromrack.com and HauteLook each grew by 50%.
• Growth at Nordstrom’s bricks-and-mortar business – a mere 1%.

Blake W. Nordstrom, Co-President & Director, adds that the emphasis needs to be placed on differentiated experiences seamlessly delivered. In this mix, bricks-and-mortar and online need to work together:

Our customer is at the center of our strategy as we focus on creating a differentiated experience in each of our businesses. While we’ve been pursuing distinct strategies to grow each business, we’re also working to link them together to provide our customers with a seamless experience. This is important because we know that when customers engage with us across multiple touch points, their lifetime value and spend increase significantly.

We are focused on further integrating our businesses through service and experience, product, and capability. Our recent initiatives around stores and mobile, along with our Trunk Club acquisition, are ways to create a more relevant experience with our customer.

Continua a leggere “Nordstrom: I Clienti non parlano di Omnicanalità” →