1. 720 Designer Immersion
Training

2. Getting Started Basics
Get to know your Department
 Opening and closing procedures
 Department team
 Merchandise and “What we Stand For”
 Product Knowledge – try on, vendors, features &
benefits
 Stock room
 Outgoing merchandise
 Sensor tags
 Mobile POS and check in / out process (if applicable)
 Using the phone – tie line, transferring calls
 NQC process

3. Understanding your job
expectations
 Coaching Guide
 Productivity goal
 Taking returns graciously
 Return Alt Lookup / Non
Recall
 Exchange / rewrite
guidelines
 Merch search
 DTCs – status, follow-up
 Nordstrom Order Manager
(NOM)
 Security with customer
information
 Pacesetter Expectations
 Charge Sends
 Alterations / Repairs
 Register reads / Flash
 Red Book
 Scanning tickets and price
accuracy
 Customer Own Goods
(COG)
 Floor presentation –
cleaning, straightening
 Working safely

4. Nordstrom Best Practices
 Immediately greet and approach
customers (10 second rule)
 Acknowledge every customer
when they enter your department
 Walk ALL packages around the
cash wrap
 Always try and use your
customer’s name
 Never point!
 Offer to order (DTC) any item not
in store
 On the aisle with a smile!
 Hold the door for others
 Refrain from personal cell phone
use on the floor
 Always know your department and
personal sales goals
 Have your biz cards handy at all
times
 Follow up!
 Send thank you notes or emails
 Pick up trash when you see it,
throughout the store
 Answer phone quickly and with a
friendly tone, stating your name
and your dept
 Don’t chew gum on the floor
 Help customers carry out their
packages if needed
 Use employee parking
 Always ask if your customer will
be using their Nordstrom card
today
 Let customers on the escalator in
front of you
 Never simply say “no” to a
customer

5. What is Designer?
 Complete the eLearn independently
 Discuss after- what did you learn/ how does it
apply to your new role?
 You need to:
 Have an understanding of the designer industry
 Garment construction
facts/processes/understanding
 Nordstrom history with the designer vendors
(esp the ones in store, start there then expand to
others)

6. 5 Designer Core Values @
Nordy
1. Build the relationship
2. Treat every customer uniquely
3. Love your product
4. Find the romance!
5. Details matter

7. 1. Building the relationship
 All starts with communication and
trust- not hard selling!(customer has to trust that
your’e not in it just for the $$)
 Be Honest! (if it doesn’t look good, tell them and suggest
something else; WOM biz is not going to be positive if they leave in the wrong
outfit/ill fitting; get them to trust you to know what they like and what will look
good on them before they even know!)
 Communicate CONSISTENTLY
(ALMOST LIKE A FRIENDSHIP)
“Our people that have good books and USE THEM, make good incomes without
exception.” John Nordstrom

8. Example of building the
relationship through effective
communication
 Amber met a new customer, Sharon, on the floor who was browsing for a few
pieces to update her fall wardrobe. After a great fitting room experience resulting
in a sale of over $3,500, Amber made sure to do several things as she rang up
Sharon at the cash wrap.
1. She briefly filled Sharon in on the Personal Book tool and informed her that she was adding her
to her own, if that was ok? Sharon immediately said yes, and was impressed by Amber’s initiative
2. Amber then placed her DTC order for Sharon’s pant size not available in store. She told Sharon
she would be following up in a few days and asked what form of communication she preferred.
Sharon said either phone call or email would be great.
3. After Sharon left the store, Amber wrote out a handwritten thank you note, simply thanking
Sharon for her business and the pleasure of meeting her. She also added a date reminder in PB
for the upcoming event Sharon had mentioned that she would be wearing one of her new outfits
to, along with a note detailing Sharon’s favorite brands and silhouettes.
4. A week later, she followed up regarding the order and made sure Sharon had received it/updated
shipping info
5. A few days after that, Amber sent Sharon a quick email blast :
 Asking how her event went/how much everyone loved her new outfit
 A quick FYI about an upcoming trunk show Sharon would love
Sharon was so surprised and impressed by the follow up communication (as
well as in store experience) provided by Amber, that she quickly became
a regular customer of Amber’s and Nordstrom Dallas Galleria. Sharon
had been a top customer of a neighboring retailer, but because of the
competitive edge Amber created through her efforts to service Sharon
above and beyond expectations, Sharon decided to shop mainly with
Amber only, since she felt important every time she worked with Amber.

9. Navigating Personal Book
(PB)
 Logging in*
 Home screen functions*
 Inviting/adding customers to your book*
 Follow up options*
 Customer To-Dos
 DTC follow ups
 Today’s Customers
 Emailing customers
 Customer Lists
 Customer overviews

10. Day 1 of Personal Book
 Logging in; you will need to sign up
first.
 After you log in, you will be directed to
the PB home page. Here, you can:
 Prioritize your day
 Stay organized
 Build your biz

11. Send customer
emails
Creates
reminders to
keep
organized
Quickly update holds
and alts
View, edit and add customersWhere you go to pull
customer lists
Plan out your day,
keep track of
appointment times
Shows customer
follow-ups that need
to be completed

12. 2. Every customer is unique
 Customers WANT TO BE WOOED! ( not just one in a
crowd, want both unique looks and service catered to them specifically)
 Common denominators: expectation for
luxury and quality, interest or are fashion
forward
 Any customer can become a designer one
(remove physical stereotypes of who our customers should be or look like, all walks of life, help them
elevate their wardrobe!)
 Personalize your service and deliver it on
your customer’s terms (ie do they prefer text, calls, emails?
Frequent or monthly touchbases? Very professional and respectful tones or more friend
oriented?)

13. How can I make my customer
feel unique?
 Invite the Customer back!
 TIP: Many salespeople miss the
opportunity to invite the customer back
to the store. Never end your sale
without setting a follow-up or stating a
“next time” opportunity.
 Events, PKs, trunk shows, new product,
triple pts, etc.

14. 3. Love your product
 Know the fabrication and details for each
piece on your floor!(adds value to your convos with customers, allows you to
quickly find pieces that meet their needs)
 Know what you have, what’s orderable and
what’s coming (gives you confidence in your interactions with customers, great
convo starters for new foot traffic customers browsing)
 Find the pieces you love and advocate
them! Let your personality be seen by your
customers through your unique sense of
style!

15. Ideas for ways to learn about
your product!
 Create a list of “must haves” for your
customer and WHY! Hang up in
backroom to remind yourself!
 Choose a vendor a week to get “close
and personal” with; research with your
team then practice sharing your
learnings with your customers
 Pick out “sticker shock items” and
practice selling them
 Practice describing the fit and details of
different pieces to your manager, as if
they were the customer
 Ask questions when vendors come to
visit! Have a running list of ones that
come up on the floor
 Keep latest lookbooks close by and
review during slow times
 “Pass it on”
 Make a habit of sharing new info with
team members who come in after you
 Find ways to utilize peers and
stylists to help you style and sell
items you don’t personally like
 Read product labels/hang tags
during slow times to learn:
 Fabric content
 Care instructions
 Season info
 Any other specific garment details
 Try it on or have a team member
model new product arrivals:
 The more body types and skin
tones the better! Discuss what you
like/don’t
 Learn 3 benefits/ 3 features to all of
your fave items
 Practice selling a “skeptical” item”
to your manager, ie wrinkle free,
washable silk, etc
 Check out the competition; who are
they, what do they do better, how can
you compete

16. 4. Find the romance
 Passion for the product separates the
good from the great
 Use/learn/practice elevated and
accurate vocab when describing and
presenting our product to your
customers (simple four letter words won’t do in designer; and if we can’t
speak to the benefits and detail in our product, why would your customer be interested/
be willing to pay the extra designer price tag cost?

17. Vocabulary Update
Selling Vocabulary: Words like “nice,” “pretty,” and “cute” carry little conviction.
Build a vocabulary of descriptive terms, which convey the fashion power of
your merchandise:
Luxurious
Elegant
Stunning
Functional
Fresh
Versatile
Simple
Striking
Sporty
Utilitarian
Military Inspired
Durable
Beautiful washes
Understated
Sophisticated
Tailored
Updated
Excellent value (never
“cheap”)
Refined
Edgy
Feminine
Classic
Boho Chic
Retro
Minimal
Polished
Season-less
Timeless

18. 5. Details matter
 Even the smallest things matter:
 Product presentation
 Back of the house organization
 Remembering customer details ie their
events, favorite designers, fun facts, etc
All of these factors come together
to create a seamless experience
for your customer every time!

19. Tips for remembering the
details for each customer
♦ Use their name as much you can throughout each
interaction (saying their name 3 times within the first
5 minutes of meeting a new customer will help you
remember it for the long run)
♦ Remember their previous visits and purchases
♦ Remember Birthdays, Anniversaries, special
occasions, etc.
 All of these details can be inputted and saved in PB,
under purchase history, customer preferences, and
follow up tabs found under your customers name
and phone number. Review these before they come
in for an appointment!

20. Nordstrom Differences for
Designer
 YOU!
 Reservations
 On Approvals (limited)
 Surprise & Delight
 Repairs (either through our Alteration dept or
vendor specific options paid for by the store)
 Made to Measure suits
 On Site tailors
 On site shoe shines
 Personal stylist program
Any differences/similarities compared to past
employers??

21. Reservations and On
Approvals
 On Approvals:
 Product can be sent to the customer’s own home (along
with you) so they can preview/try on before purchasing
 Essentially we can provide our exceptional fitting room
experience in the comforts of their own home
***has to be approved by SM and reserved for top department
customers
 Reservations:
 Ability to preview and select product before it hits the floor
(pre-sell)
 Done on Ipad or on a desktop
 Review the process
 Still have to follow up daily

22. Surprise & Delight
 Lunch in the fitting room
 Favorite coffee drink upon arrival
 Spa day
 Flowers
 Anything that will surprise and delight your
customer!
***Check with your manager beforehand on
what is possible/what isn’t, be
appropriate and get creative!!!

23. Resources
 We have many designer specific resources
at your disposal as a salesperson in this
department
 Review the following on a desktop with your
DM:
 Designer Triangle Sharepoint
 Main training site for designer divisions
 Weekly Playbooks
 Vendor specific guidelines on BizComm
 Designer Lookbook Site (BizComm)
 Reservation tool

24. Social Media Resources
 Additional way to stay up to date with
trends
 Websites, blogs, Instagram, tumblr,
Twitter, apps, etc
 Just suggestions! Not mandatory, but
gives us many more options for
learning our product and about our
customer

25. Examples of social media to
follow
 Style.com
 ManRepeller
 Women’sWearDaily
 TheCoveteur
 NYTimesFashion
 SincerelyJules
 WhoWhatWear
 WeWoreWhat
 Nordstromhouston
 Nordstromscottsdale
 Songofstyle
 peaceloveshea
 TheCut
 ElleUSA
 TheSartorialist
 StyleDotCom
 Stylebyfluent
 Jeffreyatlantanewyork
 Alwaysjudging
 Beyondthemag
 Stylishsarahnyc
 Thezoereport
 Damselindior
 fashionclimaxx2

26. NEXT App
 Allows sales people to safely and securely
text their customers from their personal IOS
or Android device
 No need to exchange personal contact info;
this app generates a “new” number to use
for the purpose of safely storing customer
payment info and ensuring best
communication practices are used by their
Nordstrom sales person that provides the
standard level of elevated customer service
as would be given in store.
 Review NEXT app set up and best practices pdf

27. Styling Practices
 Loving your product begins with
knowing your department offerings!
 Pull together three different looks for 3
different customers:
 Mid 30s mom
 Trendy, 30 something professional
 Older, more conservative woman in mid
60s

28. Questions to ask when pulling
for a customer
 Who is she?
 Where is she going?
 How else can these items be worn?
 What verbiage best describes these
pieces? Remember, keep it elevated!!!
“Never stop selling until the customer says
NO!”

29. Designer Sizing & Fit
Women’s Apparel
USA 2 4 6 8 10 12
BRITISH 6 8 10 12 14 16
FRENCH 34 36 38 40 42 44
ITALIAN 36 38 40 42 44 46
Shoes
USA 5 6 7 8 9 10
EUROPEAN 35 36 37 38 39 40

30. Understanding Our Customer
 Designer customers can come from
any walk of life, and EVERY customer
has the potential to be one!
 Review Designer Customer elearn and
discuss after
 Avoid stereotyping!
 Accessibility is KEY for all of our
customers!

31. Language of Love
 Our vocabulary should match the
sophistication level of our products
 Say NO to “cute” and “cool” 4 letter words!!
These are not elevated enough or
informative about product attributes.
 Your vocabulary should ALWAYS be
expanding and developing!
 Same principal applies to COLOR:
 “brown” versus “hazelnut”

32. Descriptors
 Amazing
 Extraordinary
 Classic
 Elegant
 Simplistic
 Highest quality
 Lasting
 Delicate
 Detailed
 Distinctive
 Magnificent
 Opulent
 Playful
 Quintessential
 Supple
 Svelte
 Symbolic
 Tailored
 Versatile
 Edgy
 Effortless
 Enduring
 Exclusive
 Exquisite
 Feminine
 Functional
 Iconic
 Indulgent
 Intricate
 Luxurious
 Slenderizing
 Sophisticated
 Striking
 Stunning
 Sumptuous
 Tasteful
 Timeless
 Unique

33. Colors
Blue
Brown
Gray
Black
Green
Orange
Pink
Purple
Red
White/Cream
Yellow
Cobalt, cornflower, indigo, navy,
periwinkle, royal,
Amber, bronze, caramel, chestnut,
coffee, fawn
Charcoal, heather, slate, stone,
ash, smoky
Coal, ink, jet, raven, ebony,
obsidian, pitch
Chartreuse, jade, sage
Apricot, copper, salmon, tangerine
Blush, punch, rose
Plum, lavender, magenta, mauve,
iris, grape
Brick, crimson, scarlet, cherry,
ruby, rose, strawberry
Alabaster, eggshell, nude, ivory,
pearl
Gold, lemon, citrine

34. Practice the language of love
 Pull 5 different pieces from 5 different
designers in the department and
describe them to your manager using
elevated, relevant word choices
 Say all the word lists on previous
slides one by one to make sure
pronunciation is correct

35. Greet & Approach
 How would you want to be greeted as a
customer?
 5 “Be’s” to our Greet & Approach @
Nordstrom
1. Be Yourself
2. Be Curious
3. Be Knowledgeable
4. Be Influential
5. Be Thankful
“The most critical step in selling may very well be your opening line.”

36. Be Yourself
 Relate with the customer
 Be honest yet professional in all interactions
 Saying hello to customers is easy and costs
nothing. Think about this way: You’re at home, a
friend knocks on your door. You open the door and
say……….nothing? I don’t think so.
 Greeting customers who walk in to our department
are no different – make them feel welcome
immediately by saying hello with a smile. If you are
busy, tell them someone will be with them shortly.
 Would you shop at a store where you were
ignored???

37. Be CURIOUS
 Why are they here?
 What are they looking for?
 “Hi! What brings you in today?”
 Where are they going/what are they wearing it to?
 Approaches should be questions or statements that
encourage the customer and put them at EASE!
 Open-ended, NOT “Can I help you?”
 Sincere
 Unrelated to selling or product
 Icebreakers or convo starters

38. Icebreaker Topics
 Weather
 “Is it still sweltering out there?
Smart lady, staying indoors
and away from that heat!”
 Children (if they are shpping
with their children, engage the
kid!)
 “You look like you could use
a balloon!” Cue wink to the
parents.
 Sports ( are they wearing any
personalized fan
paraphernalia?
 “Rangers fan? Man, that was
a close game last night!”
 Random fun fact, relating to
the department or something
the customer would relate to
 “Can you believe that
performance by Beyonce last
night? If you didn’t watch the
VMAS, you HAVE to check it
out!
 Sincere compliments (don’t do
this every time; you need to
actually mean it!)
 Hi! I love your scarf! Where
did you get that?!”
 Holidays
 “Any plans for Valentines
Day? Regardless, you should
definitely treat yourself to
something special in honor of
the holiday!” Followed by a
big smile and a wink.

39. Be Knowledgeable
 Know your product beforehand and
share relevant info with the customer
about fit, fabrication, etc.
 “All of my customers today have been
going crazy over this new shade of
purple. It’s unique to this designer, and
the slouchy fit of the sweater could easily
be dressed up and down with leggings or
denim.”

40. Be INFLUENTIAL
 Gauge your customer’s style and
interests
 GUIDE them through your department,
floor or even store and purposefully
point out pieces along the way
 “Hi! Have you seen the latest Akris fall
collection yet?! You have to see this
piece we received today!! Here, let me
show you.”

41. Fun Facts About Customer
Approaches
 Customers will seek help from
a salesperson who looks (is)
busy over one who isn’t…so
stay busy! Dust, straighten,
fold and avoid lounging behind
the register!!
 Wait until you are actually
working with the customer
before asking their name or
giving out yours.
 When a customer is waiting
while you are helping another,
you should always:
1. Make eye contact
2. Smile!!!
3. Apologize for the delay
4. Let them know someone will
be with them as soon as
possible
 The most effective location on
your floor for optimum customer
service and timely greetings is
right by the hard aisle. Prime real
estate!
 Treat them like a guest in your
home, ie:
 Offer their partner a seat
 Offer them water
 Take their shopping bags to hold
at the register and free up their
hands to shop!
 It’s not necessarily what you say,
but how you say it that carries
meaning, as 93 % of
communication is non-verbal.
 (Words, 7%; Voice, 38%; Body
Language, 55%; UCLA.)

42. Be THANKFUL
 Our customers are the reason we’re
here…and they have an impact on
your pay check!!
 Thank them every time!
 Develop ongoing relationships with
your customers
 Keep your voice pleasant, enthusiastic
and respectful!

43. Permission to Re-approach
 Even the best approaches and most veteran
employees can get a “No thanks, I’m just
looking” from a customer…but you still want
to be available when that customer IS ready
for help.
 So instead of getting discouraged, or leaving
the area, what should you say/do?
 “Great! Please have a look around. I’ll check
back with you in a few minutes, ok?”
***This isn’t the time to give them your name or force a
sales pitch if they clearly aren't ready for help.

44. Designer Education
 We need to be able to speak credibly with
customers about designer brands we offer…often
they are already familiar with the brand themselves.
 The more knowledge we demonstrate, the more our
customers trust us
 Review the Design Dossier elearn
 Focus on designers carried in store first, and then
focus on out of store brands
 Discuss what you learned and how to apply on the
sales floor with customers

45. Akris Punto
•“Spectacularly unspectacular”
•State of the art fashion that makes
sense and fits effortlessly to the needs
of today’s woman.
•Creativity and innovation meet
wearibility, featuring architecturally
inspired lines spun into timeless pieces.
•Fabrics play a crucial role. Designer
Albert Kriemler has said, “ The design
of every item begins with the fabric in
my hand.”
•Quality, understated elegance. It’s all
about the woman and her personality
foremost, followed by her clothing
secondarily.

46. AKRIS PUNTO
Albert Kriemler

47. AKRIS PUNTO
Milestones
 Established 90 years ago in 1922
 Swiss designer and company
 3rd
generation family biz
 Akris strives on personal tradition,
regional roots and vertical integration
 House of Akris continues to evolve
and progress

48. Vendor Guidelines
 Chanel guidelines
 Louis Vuitton Boutique returns
 Christian Louboutin and Boutique
guidelines