Nordstrom puts technology at the service of the customer experience in its flagship store in New York
Open since last October in Columbus Circle, in New York City, the Nordstrom flagship store is full of well thought out services, both fun and practical. Invisible or almost invisible, the technology is truly at the service of the customer … A bias that respects its DNA of high-end department store.
The department store chain Nordstrom is making a lot of noise during NRF 2020. Its “flagship store”, located on Columbus Circle square, in New York City, and opened since October 2019, arouses positive reactions and almost unanimous. Dedicated to women’s and children’s fashion, this upscale space is unique in more ways than one. 30,000 square meters, seven floors, a design by James Carpenter Design Associates, exceptional merchandising, amazing brand spaces (Burberry Shop and Nike Shop, pictured above and below)…
FAVORITE FOR “FRAGRANCE FINDER”
On the ground floor, the beauty area offers customers the opportunity to test a fragrance after responding to a very quick questionnaire available on a touch screen. Is it for yourself, for a gift? What type of shade do we like? “Fragrance Finder” then recommends a selection of products. When a reference is chosen, there is no need to go find it to test it. A “Tap to smell” button generates the perfume in question. You just have to approach his neck (near the small red circle, on the right). A QRcode allows you to add the product to your basket in the application. Efficient and fast.
Lip Try-on, which lets you virtually test lipstick tones on a screen. The system still offers 900 references, some of which are presented below. The device is multi-brand, which we think is a good idea to capture undecided customers. Nordstrom is not revolutionizing virtual makeup, but the success is there, and many women, as well as men, stop to test the service. It is completed by the Beauty Stylist Virtual Mirror, dedicated to makeup trends.
PERSONALIZED SERVICES AND PRODUCTS
On the 4th floor, a premium paid service called TrunkClub provides personalized advice from a stylist. The advisor selects a set of references and sends an email to his client with the list of articles. This indicates which ones she wants to try (and possibly leaves other comments to further refine her choices and choose other items) and her personal stylist sends those retained in a box. The user has five days to try before being billed for the stored clothing.
The personal stylist service is also available in store, with an advisor available to choose clothes. 160 experts and five stylists are assigned to the Nordstrom flagship store. In a space called Stylist Lounge, customers receive personalized advice, reminiscent of a service currently available at Galeries Lafayette on the Champs Elysées. In addition, the changing rooms, which we have not tested, have a touch screen that allows you to call an advisor.
Finally, the store offers many customization options (smartphone case, shoes, tote bag …) via touch screens located near the products. It’s simple and it’s not a revolution in itself, but it’s so fluid that you get into it.