TECHNOLOGY

Department store giant’s annual anniversary sale goes digital

BY Deena M. Amato-McCoy

Nordstrom is putting a modern spin on a 50-year-old tradition.

The Nordstrom Anniversary Sale — an event that launched in the 1960s — is stepping up its digital game this year. To drive customer engagement throughout the two-week event which kicks off on July 21, the department store giant teamed up with Snapchat to create a custom lens that features accessories that will be highlighted during the Anniversary Sale.

To access the lens, customers can scan Snapcodes that are printed on coffee cups, catalogs, ad materials and in-store signage. In addition, Snapchat Geofilters will allow customers to share their location while shopping at any full-line Nordstrom store. Snapchat currently has 166 million daily users.

Nordstrom is also launching a "Scan + Shop" feature that enables cus-tomers to add items from its sale catalog to their Nordstrom app using their camera icon. To streamline the procurement of these and other online purchases, customers can retrieve orders via Nordstrom’s buy online, pickup in-store (BOPIS) service — in addition to curbside order pickup, according to the retailer.

These digital enhancements will augment Nordstrom’s vast breadth of featured merchandise that will range between affordable and luxury price points. Assortments will span categories including clothing, shoes, hand-bags, accessories, home and beauty.

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