How Nordstrom Plans To Boost Multi-Channel Growth
By Megan Zielinski, contributing writer
On May 20, Nordstrom executive team members, Erik Nordstrom and Jamie Nordstrom, switched positions,allowing for the company to continue with their commitment toward improving the customer experience.
Erik Nordstrom, formerly president of stores since 2000 will now serve as president of Nordstrom Direct. Jamie, formerly in charge of Nordstrom Direct since 2005 will assume position as president of stores. Their focus is primarily on improving and strengthening the company’s most innovative feature, the e-commerce experience. “As we work to further leverage our capabilities across Nordstrom stores and Nordstrom.com in what today is a growing $10 billion regular price business, we believe this move will help us meet that goal, says Erik Nordstrom, President of Nordstrom Direct.
Together, in collaboration from fellow members of the executive team, they developed and rolled-out effective company growth strategies, connecting Nordstrom stores and Nordstrom.com, including the store and online merchandising teams, buy online/pick up in store option, employee mobile POS, same-day delivery, along with free shipping and returns. Since 2000, Nordstrom opened 46 full-line and 127 Rack stores. The leading executives established partnership opportunities with Topshop, London-based high-end fashion line at affordable prices, along with minority investments in Bonobos, a menswear e-commerce company and Peek…Aren’t You Curious, an inspiring clothing line for children. Erik and Jamie Nordstrom completed the purchase of online store, Hautelook in 2011, a leader in the online private sales channel, offering limited-time sale events on the world's best fashion and lifestyle brands. The acquiring of Hautelook enables Nordstrom to implement a revolutionary platform, allowing for convenience and speed in the way customers are served, adding onto Nordstrom’s success in omni-channel retailing. They played a significant role in the designing and launch of Nordstromrack.com, the site features Nordstrom Rack, the discounted retail section of Nordstrom, showcasing a wide range of clothing, shoes and accessories of Nordstrom brand and high-quality name brands sold through the company, priced at 30-70 percent off regular retail prices, and Hautelook flash sales, posting limited-time sales on specialty items at 75 percent off. The website was recently developed, incorporating the two divisions into one, conveniencing customers with bargains on up-scale trends.