Apparel retailer Nordstrom built its brand on an obsession with customer service, and the retailer’s strong digital presence reflects this focus. Online sales are a significant driver for growth in their $3.3 billion business. As expected, their site and app offer robust editorial content and detailed reviews, enhanced by unique features such as a word cloud of customer comments and useful information about specific fit and sizing. This content is integrated with related product recommendations, driven both by product attributes and collaborative filtering. Notably, Nordstrom is one of the few retailers surveyed that follow up on abandoned carts with same-day emails.

Nordstrom bridges the online and offline experience using beacons to signal when a nearby store stocks items in a customer’s mobile shopping cart, and in-store reps can access customers’ online browsing data to enhance their highly personalized in-store shopping service. Nordstrom does not yet offer a digital personal shopper, but their recent acquisition of Trunk Club could signal further investments in this area.

Overall Score: 62


Performance vs. Sailthru 100 Category Average

  • Website 6.5
  • Mobile 6.3
  • Other 2.9

What Works:

  • Seamless online and offline experience, including beacons and in-store use of online customer activity
  • Innovative reviews and recommendations, including “word cloud” reviews and size and fit information
  • Leading loyalty program with great perks and loyalty-specific messaging

What We’d Like to See:

  • Deeper use of customer data in digital advertising
  • Digital personal shopper functionality