Nordstrom Positioning & Customer Loyalty
It is pretty obvious that Nordstrom isn't the most upscale luxury department store, compared to Bergdorf Goodman and Neiman Marcus. However, according to a study conducted by Market Force Information, a worldwide leader in customer intelligence solutions, Nordstrom is the nation's favorite fashion retailer. One might wonder why that is, but if you shop there regularly, it wouldn't be a surprise.
The dominant feature that sets Nordstrom apart from every other luxury department store is their unmatched customer service. Their customer service model is considered to be legendary in the retail industry. Nordstrom takes pride in creating personalized services, making each customer feel like they are the only customer that matters.
The company is able to do this in a number of ways. First, there is always an associate available. Second, if a cashier asks you while checking out, "Has anyone helped you today?" and your response is no, they will apologize right away. But the main factor that makes their customer service exceptional is their no hassle return policy. Nordstrom allows you to return their items at any location, at any time, all year round, even if it was on sale or on clearance. As long as it has the Nordstrom return tag, anything is fair game. |
"Nordstrom has cultivated a distinctive brand over the past century, and while it’s known for its selection of designer clothing, its real claim to fame is quality customer service." -- Janet Eden-Harris, CMO of Market Force
Customers choose Nordstrom not just because of their wide selection and unparalleled customer service, but because they know Nordstrom is changing with them. While more people are getting smartphones and tablets, the company is recognizing that they need to be where the devices are. The internet is already Nordstrom's fastest-growing channel, so it makes sense for them to literally put themselves on the internet of the smartphone/tablet user. Nordstrom is making a huge initiative to go mobile and to use technology in their everyday processes. It is faster, easier, and more efficient.
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