Nordstrom Mobile Customers Shop Via Text

By Megan Zielinski, contributing writer

Nordstrom is enhancing their omni-channel capabilities with the introduction of TextStyle, a new way to communicate with customers on a personal level through their mobile devices. The leading fashion retailer, known for developing loyalty with customers with their one-to-one stylist service, is the first and only U.S. retailer enabling shoppers to make purchases within texts.

Nordstrom is delivering the same tailored shopping experience they promise without customers having to physically step inside the store. At the convenience of their smartphone, customers can ask the Nordstrom salesperson any questions regarding merchandise and expect immediate feedback. Implementing TextStyle gives employees the opportunity to further connect with customers, sending content-rich pictures with detailed product information and suggesting recommendations based on customer’s interest and purchase history. As fast as typing a quick code, the customer seals a transaction with the salesperson in a matter of seconds and can anticipate their new wardrobe to arrive at their doorstep with guaranteed fast and free shipping.

Consumers respond to text messaging more so than email. As much as five billion people text on mobile devices, while only two billion people use the Internet. With texting, consumers can be selective of the receiver, avoiding any spam messages that are unavoidable in email. James Citron, the founder and chief executive of Mogreet Inc. who manages text marketing for big-name retailers including Charlotte Ruse, Vans, and Macy’s stated, “Text is the world's social network. Email is turning into a business-to-business communication method."

Text message marketing and communication drives in-store traffic, boosts online sales and creates a competitive advantage for brands. With rapid advancements in technology and the upsurge of smartphone users, retailers are using text messaging as the most effective way to engage with consumers. As much as 78 percent of millennials spend over two hours on their phones texting, browsing online and shopping. James DeBello, CEO of Mitek Mobile Imaging Solutions, says businesses neglecting mobile communications are “missing the boat because young customers are expecting it, even demanding it.” Nordstrom’s TextStyle service is going above and beyond basic SMS text messaging with individual interaction always available in the palm of the customer’s hands. "TextStyle is an important step forward in our continued efforts to develop ways to serve customers on their terms," said Jamie Nordstrom, president of stores.