![]() Once proven with customers, the ideas are expanded to other stores. The Seattle-based store is where Nordstrom experiments with new ideas and services, like buying online and picking up in store and curbside pickup. Nordstrom tests new innovations and builds customer relationships in its Experience Concept Store. It also opened targeted stores, including a huge, tech-savvy women-only store that will soon open across the street from a men-only store in New York.ĥ. The store has started adding more outside doors to its mall locations so customers can come directly in the store. Nordstrom targets luxury customers, many of whom don’t like shopping in malls. Customers can order items online and can pick them up and have them tailored at local stores, which breaks down the walls between online and in-store shopping. Nordstrom has Nordstrom Local stores that don’t have any inventory but instead feature juice bars, nail salons, seamstresses and fitting rooms for online orders. Modern customers often prefer to shop online, but they still want to experience the brand. Revamping the website means not only adding more items but also making it easier for customers to search for what they want. ![]() It also launched an e-commerce site for Nordstrom Rack in 2014 to sell its outlet and discontinued items. Nordstrom has spent the last few years expanding its online offerings and has tripled the number of items on since 2011.
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