Creative Strategy

Situational Analysis Nordstrom provides the fairytale shopping experience Treats customers like royalty Majestic, elegant settings Provides fashion for a princess Recent Federated Department Stores acquisition of Marshall Field’s = more key high-fashion vendors leaving Field’s for Nordstrom

Nordstrom provides the fairytale shopping experience

Treats customers like royalty

Majestic, elegant settings

Provides fashion for a princess

Recent Federated Department Stores acquisition of Marshall Field’s = more key high-fashion vendors leaving Field’s for Nordstrom

Situational Analysis But loyal customers only shop one to four times per year Inconvenient locations and busy customer schedules De-malling of America phenomenon taking customers away from regional shopping centers – where Nordstrom is located – in favor of more conveniently located lifestyle centers Stiff competition from other fashion retailers (i.e., Macy’s, Bloomingdales)

But loyal customers only shop one to four times per year

Inconvenient locations and busy customer schedules

De-malling of America phenomenon taking customers away from regional shopping centers – where Nordstrom is located – in favor of more conveniently located lifestyle centers

Stiff competition from other fashion retailers (i.e., Macy’s, Bloomingdales)

Objectives Business Objective Increase frequency of visits and leverage new fashion lines Marketing Objective Appeal to the socialization needs of suburban moms; draw more social-oriented traffic Communication Objective Nordstrom. Where friends and fashion meet.

Business Objective

Increase frequency of visits and leverage new fashion lines

Marketing Objective

Appeal to the socialization needs of suburban moms; draw more social-oriented traffic

Communication Objective

Nordstrom. Where friends and fashion meet.

Target Customer Demographics Region: Suburban USA Occupation: Career mom Gender: Female Age: 35-50 Income: $100,000 hhi and up Family: Married, teenage kids

Demographics

Region: Suburban USA

Occupation: Career mom

Gender: Female

Age: 35-50

Income: $100,000 hhi and up

Family: Married, teenage kids

Target Customer Psychographics Lifestyle: Time starved Loves socializing Craves personal attention Starting to focus again on fashion for self

Psychographics

Lifestyle: Time starved

Loves socializing

Craves personal attention

Starting to focus again on fashion for self

Target Customer Behavioral Shopping Freq: 1-4 times/year (at Nordstrom) User Status: Existing user Loyalty Status: Moderately loyal Attitude to brand: Trusting Fashion: Trendy, but starting to take risks

Behavioral

Shopping Freq: 1-4 times/year

(at Nordstrom)

User Status: Existing user

Loyalty Status: Moderately loyal

Attitude to brand: Trusting

Fashion: Trendy, but starting to take risks

Opportunities Target customer already loyal to and trusting of Nordstrom Target customer is craving more fashion for herself and more opportunities for socializing (now that kids are older) The fashion planets have aligned - Nordstrom recently gained several new high-end fashion lines thanks to the vendor dissatisfaction from the Federated Department Stores acquisition of Field’s

Target customer already loyal to and trusting of Nordstrom

Target customer is craving more fashion for herself and more opportunities for socializing (now that kids are older)

The fashion planets have aligned - Nordstrom recently gained several new high-end fashion lines thanks to the vendor dissatisfaction from the Federated Department Stores acquisition of Field’s

Strategy Play to the target customers’ craving for friends and fashion Inspire more social-related visits Leverage new high-end fashion lines

Play to the target customers’ craving for friends and fashion

Inspire more social-related visits

Leverage new high-end fashion lines

Big Idea Where do our target customers typically socialize? Lia Sophia parties Avon parties Purse parties Pampered Chef parties Southern Living parties Bunco parties And what do these things all have in common?

Where do our target customers typically socialize?

Lia Sophia parties

Avon parties

Purse parties

Pampered Chef parties

Southern Living parties

Bunco parties

And what do these things all have in common?

Big Idea PARTY!

PARTY!

Big Idea And what do all parties have? Friends (usually dressed to kill) Invitations Drinks & food

And what do all parties have?

Friends (usually dressed to kill)

Invitations

Drinks & food

Big Idea You’re invited. Drawing from the concept of party, we’ll focus on a celebration of friends and fashion. Bring your friends and we’ll bring ours (our friends being Gucci, Valentino, Michael Kors, Jimmy Choo, and other fashion designers). Nordstrom. The party where friends and fashion meet.

You’re invited. Drawing from the concept of party, we’ll focus on a celebration of friends and fashion. Bring your friends and we’ll bring ours (our friends being Gucci, Valentino, Michael Kors, Jimmy Choo, and other fashion designers). Nordstrom. The party where friends and fashion meet.

Tactical Execution Direct Mail (invitation)

Tactical Execution Direct Mail (invitation) You’re Invited 10:30 – complimentary coffee 11:00 – free beauty make-overs 12:00 – lunch in the café 1:00 – dressing room fashion show 2:30 – try on all the shoes 4:00 – make your fine jewelry wish list 5:00 – head home to try everything on Already Attending: Gucci, Versace, Christian Dior, Prada, Blumarine, Burberry, Michael Kors, Valentino, Chanel, Vera Wang, Jimmy Choo, Missoni, Roberto Cavalli, Dolce & Gabbana, Donna Karan, Marc Jacobs, Yves Saint Laurent, Mulberry, Chloe, Derek Lam and more Bring this postcard in for a free coffee at Nordstrom cafe (Bring your friends and we’ll bring ours)

Tactical Execution Magazine Ad

Tactical Execution Outdoor

Questions?