TECHNOLOGY

Nordstrom reaps its own rewards from redesigned rewards program

BY Deena M. Amato-McCoy

With an eye on personalization and engagement, Nordstrom revamped its Nordstrom Rewards program — a move that has earned the chain 1.7 million new members since its launch in May.

"We heard from our customers that they wanted a more personalized and flexible loyalty program," said Chris Holloway, VP of loyalty, Nordstrom.

This feedback prompted the company to create a more inclusive program that allows customers to earn points regardless of how they choose to pay for their purchases. Enrollment is also streamlined, as customers can join simply by providing their name, mobile phone number and email address.

Realizing that ongoing success depends on the level of customer value the program can deliver, Nordstrom also improved its visibility into how shoppers interact with the brand. By leveraging a software suite from digital marketing and loyalty analytics firm Aimia, Nordstrom now centrally tracks customer interactions in real-time. By collecting and analyzing transaction and interaction data, Nordstrom can better understand its customers' needs, and more easily engage shoppers at every touchpoint, including desktops, laptops, mobile devices and in-store touch-points.

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Toys ‘R’ Us lands American Girl

BY Marianne Wilson

In a deal that comes right before the all-important holiday selling season, Toys “R” Us has entered into an exclusive partnership with one of the toy industry’s premier doll brands.

Mattel’s American Girl division announced a multi-year partnership with Toys “R” Us that will make the toy giant the first — and only — U.S.-based retailer to feature American Girl in-store shops.

Toys “R” Us will also be the exclusive retail partner to carry American Girl's Truly Me line of contemporary dolls and related outfits and accessories. The move marks the first time the company has extended such a broad assortment of its doll product outside of its existing channels, which include 20 American Girl stores in the United States, and an online site.

This expansion comes on the heels of the launch of American Girl's newest doll and content line, WellieWishers, designed for girls ages 5 to 7 years.

"For years, girls and their families have been asking for more immediate and convenient ways to shop for and experience American Girl," says Katy Dickson, president of American Girl. "Partnering with a top retailer like Toys "R" Us allows us to meet our customers where and when they want to shop and to take our timeless life lessons to even more girls.

The new WellieWishers product line will begin hitting Toys “R” Us store shelves on Sunday. In late October, Toys "R" Us will debut American Girl in-store shops in 97 locations across the country.

The shops, which will range in size up to 700 sq. ft., will feature an exclusive selection of American Girl's Truly Me line and Wellie Wishers. Additional Toys "R" Us stores will open shop-in-shops in 2017.

"We are focused on finding new, exciting ways to bring our stores to life, and are thrilled to be launching this exclusive American Girl shop-in-shop in nearly 100 Toys "R" Us locations across the country just in time for the holiday season," said Richard Barry, global chief merchandising Officer, Toys "R" Us.

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Special webinar on the network connectivity during the holiday rush

BY CSA STAFF

Don’t miss this Chain Store Age webinar on retailers’ most important selling season: the holidays.

Entitled “Holiday Uptime: Preparing your network for the holiday rush,” the presentation will offer tips for developing a network outage plan and offer advice on how to issue-proof a network. It will also reveal common network traps overlooked by retailers.

The holiday webinar, sponsored by Chain Store Age and Sierra Wireless’ Accel Networks, will be held on Thursday, September 8, from 12 p.m. to 1 p.m.

Click here for more information and to register.

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