About: NordstromNordstrom, Inc. is one of the nationsleading fashion specialty retailers, with 225U.S. stores located in 29 states. Founded in1901 as a shoe store in Seattl, todayNordstrom operates 117 Full-Linestores, 104 Nordstrom Racks, two Jeffreyboutiques, one treature&bond store and oneclearance store. Nordstrom also servescustomers through its online presence andthrough its catalogs.
Challanges and GoalsChallanges:1. Department store reputation: many people have the perceptionthat department stores only carry expensive, luxury brands.Nordstrom must prove that they do have reasonable priced items.2. Economy: When the economy isnt doing well, people prefer toshop in discount stores as oppose to department stores.Goal:1. The focus is on the customers needs, individually. Instead ofcategorizing departments by merchandise, Nordstrom has createdfashion departments that fill individuals lifestyles.2. Offer the customer the best possible service, selection, qualityand value.
Integrated ThemeThere is a fit for everyone atNordstrom because of the highrange of prices. Customers willreceive the best quality customerservice in every medium—whether in-store, phone, email orsocial media.
TwitterThere are many social media pages by Nordstrom.They have a very active Twitterpage, twitter.com/nordstrom. •The twitter page is very active. It is a portal for customer service responses and they Nordstrom team responds to customers queries in a very timely matter. •They tweet about specials, events and promotional deals. •They also discuss the latest fashion trends and how to recreate them with Nordstrom products.
FacebookThe Facebook page is similar to theTwitter page. •The Nordstrom team is very responsive to the customers comments. •They promote in-store events and cater to local stores.
Nordstrom BlogNordstrom also has ablog, blog.Nordstrom.com. The blog isupdated with quick blog stories aboutgreat new products and trends.The blog is very responsive to trendsthat the consumer is interested in.
Future SuccessThe key to the success of Nordstrom is tocontinue promoting through social media.Their social media presence is very strongand they can continue the positive responsethey have received from the public. They canmaintain prices as they are because theyhave a great range of prices for everybudget.
ProposalI propose that we maintain the social mediastrategy through more contests andgiveaways. I believe the customer serviceaspect is strong for Nordstrom, so theyshould continue this and there will be moneyallocated for the customer servicesrepresentatives.
Budget and TimelineBudget:$15,000 for contests and giveaways through Facebook, Twitter andFoursquare.$25,000 for customer service representatives to do whatever theydeem neccessary to maintain the positive image Nordstrom hascreated through the customer service mediums.TimelineThis proposal needs to be most heavily promoted during theholiday season. This is when consumers are doing the mostshopping and will be in the store the most. Between buyingpresents and returns, people are constantly in the store. Thepromotions will remind people to shop in Nordstrom and positivecustomer service experience will encourage return rates.