Nordstorm rack app full#

The brand has its own social media accounts, separate from NordstromвЂ™s, on all the major platforms вЂ“ Facebook, Twitter, Instagram, Snapchat and Vine вЂ“В and, according to Tobis, uses interactions to fuel the Nordstrom Rack вЂњtreasure hunt.вЂќ Nordstrom Rack is also following the elusive millennial consumer online. And if you donвЂ™t follow, you risk eliminating millennials.вЂќ

For Nordstrom, they need to attract a price-conscious consumer. вЂњYou can either follow where the consumer crowd is going or you can dig your heels in and refuse to be anything but a high-end, premium brand,вЂќ he said. Randolph also points out the rise of the luxury department storeвЂ™s off-brand counterpart, citingВ similar brands like Saks Off Fifth and Barneys Warehouse: вЂњItвЂ™s where the market is going.вЂќ

Nordstorm rack app full#

To launch a full online store worth shopping, the brand had to flesh out the distinction between Nordstrom and Rack, and dedicate merchants to stocking the brick-and-mortar and e-commerce stores. If you return something, youвЂ™re more likely to walk around, shop and buy something else.вЂќДЄccording to Randolph, Nordstrom RackвЂ™s e-commerce storeвЂ™s existence is a testament toВ NordstromвЂ™s investment in the outlet. вЂњItвЂ™s a Trojan horse to get people into stores,вЂќ said Randolph. In its annual report, Nordstrom said that 1 million customers made returns in-store of items they purchased online, meaning they were more likely to shop, avoiding closing the transaction after the return. So, Rack made returns available in any store for online and HauteLook shoppers. To both earn the trust of its e-commerce shoppers and bring them in store, Nordstrom Rack eliminated a bigВ risk of online shopping: Almost half of all e-commerce transactions are returned, according to Randolph. Rather than dilute the Nordstrom brand, this speaks to the idea behind the outlet store itself, which is to be accessible for the price-conscious and millennial consumers, said Randolph. By 2016, Rack is slated to have nearly double the storefronts as Nordstrom. The number of Nordstrom Rack stores are quickly outpacing the number of Nordstrom stores. Nordstrom Rack is how the Nordstrom brand invites younger, вЂњaspirationalвЂќ shoppers in without marginalizing the main department storesвЂ™ luxury appeal, and theyвЂ™re also using their e-commerce legs to get online customers in stores. The online sites can also introduce new customers to Nordstrom and Rack.вЂќ вЂњThey like the flash sale and the persistent catalog on the website and in stores. вЂњThe flash sale lets us learn a lot, and itвЂ™s an additional way to allow our customers to shop with us,вЂќ said Naomi Tobis, RackвЂ™s public relations business manager. When Nordstrom launched RackвЂ™s e-commerce store, the company married the two online sites with the same payment platform and online shopping bag, creatingВ a strong, cohesive e-commerce brand for Nordstrom Rack. вЂњThe flash sale site gave them a taste of standing up a new website before launching in the big time.вЂќДЄ flash-sale site isnвЂ™t a far cry from a discounted outlet store to begin with, since flash-sale designer products are marked down and in limited quantity. And putting that online is hard,вЂќ said Randolph. вЂњThereвЂ™s a huge capital investment in launching an outlet brand вЂ“ stocking all the stores, hiring all the employees. Randolph said that thanks to the low barrier of entry for a flash-sale site (thereвЂ™s very limited overhead inventory involved in hosting one-offВ sales), itвЂ™s a great way for large retailers to dip their toes in the online market. ItsВ entry into the world of e-commerce was smart strategy for Nordstrom Rack, according to David Randolph, senior vp of retail and e-commerce at 360i. When Nordstrom RackвЂ™s full e-commerce store premiered online last year, the flash-sale HauteLook site had been up since 2007, running timedВ flash sales for marked-down products from designers like Steve Madden, Georgio Armani and Furla. Together, the two e-commerce legs have helped make Nordstrom Rack an unmatched force in the world of off-price department stores, and for Nordstrom, its aggressive off-brand strategy is paying off. RackвЂ™s online storeВ launched in May of last year, joining the same purchasing platform as HauteLook, NordstromвЂ™s discount flash sale site. According to NordstromвЂ™s 2014 annual report, RackвЂ™s revenue increased by 17 percent within the Nordstrom brand, Rack and its e-commerce store allotted for 27 percent of overall revenue.