Nordstrom Combines New E-commerce And Mobile Site
By Megan Zielinski, contributing writer
Leading fashion retailer, Nordstrom, designed a new e-commerce site and mobile app presenting a wide selection of trending apparel at affordable prices through Nordstrom Rack, combined with special one-time sale events provided by Hautelook, offering customers with an easy, unified online shopping experience.
The site links the two divisions together, enabling customers to shop both sites on one page. "By bridging together Nordstrom Rack and HauteLook, we're giving our customers one of the largest selections of online, off-price merchandise available today," said Terry Boyle, president of Nordstromrack.com and HauteLook.
Nordstrom Rack is a discounted retail section of Nordstrom, featuring 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. New clothing arrivals are on a weekly basis, adding on to the site’s deep inventory of “hidden treasures” to browse through.
Hautelook, acquired by Nordstrom in 2011, features limited-time offers on men’s, woman’s, and children’s fashionable clothing, as well as toys and décor at 75 percent off original prices. Every day at 8 a.m., Hautelook unveils exclusive new deals offered at members-only prices. Sale events run for 48-72 hours, making inventory limited for merchandise, so customers must react quickly to sales. Members are alerted of flash sale items through email or by mobile app alert.
Functionalities of the newly designed site include, customers have the opportunity to earn points through Nordstrom Rewards Program on the new site, allowing customers to earn 2 points for every dollar spent on Nordstrom Rack and Hautelook items, 2,000 points credits a $20 Nordstrom Note that applies to anything in the brand, free shipping of orders over $100, and no hassle returns within a 90-day period.
The site is incorporating iOS experience through the iPhone and iPad. Special iTunes icons provide users with the capability of browsing and shopping both sites through one app. The app also features a convenient quick search filter, a simple checkout process, and a store locator to navigate users to their nearest store. A five-star review of the app commented, “This is an incredibly designed app! I love the shared cart experience between Nordstrom Rack and HauteLook. I can easily find a cheap pair of pants and shoes from Nordstrom Rack, finish the look off with a designer shirt from HauteLook, and order them all with the click of one button! I love this app, keep up the great work guys!”