Nordstrom
By:
Christine Griesmaier, Sarah Seidler, Lauren Lazzara & Danielle DiVito
MARK 4050
NORD STROM
Project Report: Executive Summary TO: Dr. Bauer FROM: Sarah Seidler, Christine Griesmaier, Danielle DiVito, and Lauren Lazzara SUBJECT: Nordstrom Project Report DATE: May 6, 2010 EXECUTIVE SUMMARY Client Firm: Nordstrom Nordstrom is a department store chain located in the United States with an online store at www.shop.nordstrom.com. Nordstrom’s merchandise is classified as upscale because of the high quality of the products and designer brands that this company offers. Today Nordstrom sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings. Nordstrom caters to a wide consumer market due to variety of the products they sell and their target market is women and men between the ages 2554. Evaluations: Upon evaluating Nordstrom’s website marketing practices, we have determined they are very successful. They are targeting the correct markets, share content that is engaging and relevant. Nordstrom is known for its customer service and has also been able to carryover its reputation in excellent customer service to their online shopping sector. It was difficult to find faults in Nordstrom’s online marketing efforts, however, when it came to their customer emails efforts, there is room for improvement. Since Nordstrom’s has an excellent relationship with its clientele, it should be able to create more tailored emails for each customer in their database. Emails were not segmented and every customer received the same information whether or not it pertained to their interests. Also, the amount of emails a customer chooses to receive could be improved. Currently, customers do not have an option about how often they would like to receive emails. In addition, Nordstrom is active on social media sites; however, its updates could contain more content about the clothing and more varied. With some minor improvements, Nordstrom would have excellent online marketing strategies and reach. Recommendations: • Nordstrom should work to create more specific emails that are tailored towards each individual customer. The emails should contain products that relate to each customer's previous purchases and items they have viewed. • Social Media is a component of Nordstrom's e-marketing program and they manage their Twitter and Facebook pages well, however, they could continue this strategy and maintain a blog that relates to fashion and the Nordstrom brand. • When users sign up for a new account on the web site, Nordstrom should allow the user to specify how many email updates they want during a specific time period. • See attached MAP for more information on prospecting customers using email. • Continue reading report for further analysis of Nordstrom’s online marketing and further recommendations.
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PROJECT REPORT ON NORDSTROM CLIENT FIRM: Nordstrom is a department store chain located in the United States with an online store at www.shop.nordstrom.com. Nordstrom’s merchandise is classified as upscale because of the high quality of the products and designer brands that they offer. The expensive jewelry and designer clothing they sell are considered to be luxury items and are worn to display a high status symbol. Some of the designers they carry include Burberry, Calvin Klein, Marc Jacobs, Michael Kors, and Ralph Lauren. Initially, Nordstrom was solely a shoe retailer, but has since expanded their business and today sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings. Price ranges include: women’s clothing anywhere from $40 to $500, men’s clothing from $20 to $1,000, jewelry from $12 to $1,800, handbags from $28 to $1,500, and fragrances $15 to $450. Nordstrom caters to a wide consumer market due to the variety of products they sell. Their target market is women and men between the ages 25-54. Their target market is well educated and has a minimum of a four-year college degree. Since designer brands often command higher price points, this target market also falls into a higher income bracket making $100,000 or more per year and can be classified in the upper-middle or lowerupper class. Nordstrom clientele time-deprived yet technologically-savvy and as a result, they shop online. In addition they are trend-conscious and fashion forward. This specific target market shops at Nordstrom because they know they can find the designer brands they desire. The age group of this target also ranges from Generation Y to Baby Boomers. These particular audiences fit Nordstrom target market profile because Generation Y spends $170 billion a year of their parents’ money and believe in fitting in instead of rebelling. Likewise, the Baby Boomer generation, who on average has grown wealthier as they have aged, exerts the most impact on consumption and is in their peak spending years. These facts show this target market is more inclined to spend a portion of their disposable income at Nordstrom.
EVALUATIONS: Web Site: The layout of the Nordstrom website is very simple and straightforward. The site is tied together by subdued, muted colors including black, tan, and gray accents on a white background. Some bright colors are used such as red and orange in order to denote special offers or to draw the customer’s attention to the page they are on. Navigation of the site is very simple. The broad categories such as women’s, men’s, junior’s, accessories and others are listed horizontally across the top (Attachment 01). After the customer clicks on a category, they can then choose a more specific category related to what they may be looking for along the left side of the page. For example, when the category “Women’s” is chosen, it is then possible to choose more specific categories such as shoes, dresses, shirts, pants etc. (Attachment 02) The final layer of product navigation appears when one of those more specific product categories is chosen, such as dresses, and the site then offers shoppers multiple ways to browse through the dresses category. For example, the customer can shop by different categories
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including, “Day Dresses: Wear to Work; Shop by Body Type: Straight, Pear; Shop by Price: Under $100, Under $150” with many more options that can be seen in Attachment 03. This site also has the feature to browse products by brand, which makes it easy for customers looking for particular brand offers, and the different products available. The search box that is located at the top right of the screen is easily accessible. In addition, as a customer types a particular item or brand they are looking for, the search box begins to appear with options that may relate to what the customer is seeking. This continues to make it easy for the customers to find the products they are looking for because if they know exactly what they want, they can simply type it in. When looking at certain categories such as women’s clothing, juniors or accessories, the products are laid out in the same organized format as the rest of the website. The pictures of the products are large enough to get an adequate idea of what the item looks like. The large picture may also help the customer determine if it is something they would like to get more details about or not. Lastly, the product’s picture allows the customer to see more colors or views of the item without navigating away from their original page. This allows the customer to browse products in an efficient manner. Overall our team is pleased with the organization, and look and feel of the Nordstrom website.
Prospecting Activities: Since Nordstrom is a high-end retail store, they naturally will place ads on web sites that have equity and also reflect their personal brand image. In the past, Nordstrom has not done much web advertising on other third party websites. Since Nordstrom is a well-established brand, there is very little need for them to market their products on other sites. However, if they were interested in placing ads on other web sites in order to drive traffic to their site, they should place the ads on sites that enhance their brand image. It would be best to pair with online fashion magazines and reputable online newspapers. For example: chicagotribune.com, vogue.com, vanityfair.com, etc. Attachment 04 is one example of an ad found online at the chicagotribune.com. It was a flash banner that rolled down on the homepage of the Tribune website and covered the content on the homepage. After a few seconds, it rolled back up into the toolbar, but a small box remained near the top of the page and, if clicked, would navigate the consumer to the Nordstrom.com home page Nordstorm.com home page When consumers search key phrases such as designer shoes, little black dress, Donna Karen, high-end apparel and luxury department store into search engines, Nordstrom.com comes up in both the paid and organic search boxes. When the term luxury department store was searched, Nordstrom.com was the only store listed in the top of the page paid search box as seen in Attachment 05. This is impressive because Nordstrom.com beat out other high-end retailers such as Neiman Marcus and Bloomingdales. Attachment 06 displays the Google pages that had Nordstrom.com come up within the organic search and Attachments 07-09 show more examples of Google pages where Nordstrom.com is listed within the paid searches.
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Since each member of our team has made a previously made a purchase from Nordstrom, we decided to create a new email address used strictly for receiving email alerts. After we first opted in to Nordstrom’s email list as a new customer, Nordstrom sent a welcome email instantly to the new customer’s inbox titled “Welcome to Nordstrom!” Overall, the introductory email sent by Nordstrom sought to convert a prospect into a customer. It was a direct link to Nordstrom's website and proceeded to thank the customer for signing up for Nordstrom email updates. Nordstrom acknowledged themselves as the up to date resource for the hottest trends and told the customer they will be the first to receive special promotions and information about all of Nordstrom’s new items. Links are available to immediately start shopping, which immediately initiated the process of converting a prospect into a customer. From then on, Nordstrom worked hard to inform their customer about promotions in order to encourage them to make a purchase. A second email was sent two days later that displayed Nordstrom’s spring dress line and free shipping on any shoe purchase. It also had a section inside the email about their jewelry shop and had their Facebook and Twitter links available. Once the customer displayed the images from the email, there were photographs of the dresses and jewelry they were promoting. These pictures visually stimulated the prospect, enticing them to make a purchase. Other emails were sent promoting jeans, dresses for mothers of the bride and beauty gifts. The free shipping on shoes was still also available. Although the emails contained useful and intriguing content, they weren’t unique to the person receiving the email. Content ranged from dresses to jewelry to jeans to dresses for mothers of the bride. A prospected customer who subscribed to Nordstrom may get turned off by emails that do not relate to their interests, thus forcing them to unsubscribe. Overall, emails came in to the prospected customer every six days or two to three days. During the time frame from February 10 until April 8 there were 8 emails total. Each email was unique, linked to the Nordstrom website, and showed appealing photos of their merchandise. Customers could also view emails on their computer or on their mobile phone. The unsubscribe option was at the bottom of every email, but once the prospected customer scrolled down it was easy to find. Nordstrom didn’t try to hide it from the customer. Lastly, emails required tracking codes to be entered before the promotion could be received; this makes it easier for Nordstrom to see if a prospected customer actually makes a purchase after receiving email. This tracking allows Nordstrom to eventually convert prospects into multiple-buyer customers. Although there were frequent emails, in the group’s opinion Nordstrom did not bombard or overwhelm the customer. Due to the fact that Nordstrom sent just the right amount of emails and also because the customer chose to receive these emails in the first place, it can be generalized that prospected customers rarely choose to use the unsubscribe button. Also, the emails were attractive and contained enough promotions to entice the new customer to actually make a purchase. However, a critique to note is that Nordstrom does not allow the user to choose how many email updates they would like to receive during a certain time period. Therefore, this could make signing up for email updates less appealing to some users because what is a perfect amount for one person could be too many for another.
Customer Contact Activities: All of the team members have previously purchased from Nordstrom, however, what differs is the amount of time that had lapsed since each member’s last purchase. Our team found that the amount of customer contact activities that Nordstrom directly corresponds to how long ago that purchase was made. For example, one team
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member made one purchase in 2008 and has not made one since. Nordstrom sent order confirmation emails as seen in Attachment 11, and sent a couple emails after that, but then ceased correspondence with this customer. For this team member, this number of emails was too few. Obviously, this was a customer that was interested in the products offered by Nordstrom, but Nordstrom only did minor follow up to keep that customer interested in making another purchase.
Customer Service: The link for customer service was very easy to find, as it was right along the top of the page. Not only does the Nordstrom website provide a toll-free number within the “Contact Us” page, but they also provide an option to email them with inquiries or to conduct a live chat with one of their customer service agents. By providing all of these options, Nordstrom goes above and beyond in order to satisfy the customer’s need to get information in some way. The return and exchange policy is equally customer-friendly in that it provides several ways to return or exchange the purchased merchandise. If there is not a store near the customer, then they can return their merchandise by mail. The customer can choose to buy a pre-paid shipping label and print it off or they can use their shipping method of their choice. Customers are also able to return or exchange the products they bought online at store near them free of charge.
Social Networking Activities: On the bottom of the Nordstrom website there is a “stay in the know” section. This section allows a customer to click through to Nordstrom’s Facebook fan page and Twitter (Attachment 12 and 13). When clicking through to Facebook, users can see that Nordstrom has 57,860 fans and several tabs to click on including wall, info, events, Michael Bublé, videos, and photos. The information page contained links to shop Nordstrom, Nordstrom’s Facebook wall, follow Nordstrom on Twitter and videos on YouTube. It also had a company overview, offering their missions statement, department list and available merchandise. After reading the description, customers may feel that this page contains information that they already know. Therefore, they may not scroll down Nordstrom’s information page, where they can see Nordstrom’s YouTube badge, notes, photos, and favorite pages. Also, the fact that there is not much actual content aside from the description may inhibit the reader from scrolling down. Finally, anything that takes extra clicks may not grab users’ attention because it blends in with the Facebook layout and does not capture the customer’s attention. The first link that is on the information page of Facebook is Nordstrom’s wall. A customer may also click the tab to get to this page as well. Once on the wall, customers see complaints, praises and promotions for Nordstrom stores all over the U.S. Promotions include their clothing and accessories as well as public relations activities such as events and press coverage. On the wall, customers are engaging with each other and there are several comments to each post. Customers are interacting by discussing their favorite brands and their next purchases. Nordstrom is also communicating with customers, using Facebook as a platform to satisfy any customers who have complaints and also to talk about their products features and benefits. Overall, Nordstrom has created a forum for their fans to unite together and talk about the Nordstrom brand.
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Nordstrom events page promotes numerous events. The page includes information about meeting designers and shopping their collections, benefits for breast cancer and other seasonal events. Their most recent event is the Nordstrom South Shore Plaza Grand Opening. This event had no photo and no information except for the address of the new Nordstrom. This event also only had one confirmed guest. Perhaps Nordstrom could promote their events more effectively by using promotions, photographs and links. If there is more content on the page it may generate more activity. The Michael Bublé page within the Nordstrom fan area offers fans a chance to win tickets to his concert. It had a bright yellow “stay in the know banner” with links to Twitter and tweets from the tour bus. The use of Facebook seems effective for promotion, but the “Tweets from the tour bus with Tory” seems futile. The person managing the Twitter account, Tory, only has 58 followers and is following one person. It appears that Tory is not interacting or engaging with her audience. Her only posts are twitpics or promotions for Nordstrom, showing that she is only using social media to promote specials. That is an ineffective way to use social media. Instead she should add a variety of content to reach out to Nordstrom and Michael Bublé fans. In contrast, Nordstrom’s Facebook fan page has more engaging content. There are multiple links on the page promoting the Michael Bublé event. This includes links to Michael Bublé’s fan page and a Michael look-alike contest. Nordstrom also promotes their store by saying in order to make it a perfect evening at a Michael Bublé concert it is important to have the perfect outfit. Nordstrom has four videos and two fan videos. Each is about three minutes long and is related to fashion, icons and music. There are many comments and “likes” proving that customers are watching the videos that are targeted towards them. However, the material is not updated and current. The latest video was posted 4 months ago. The fan videos may be an advantage, but most customers will not create a video unless there is a large incentive involved. The photo section of the fan page has numerous pictures of events and fashion lines. Fans are also able to post their own photos. Nordstrom’s photo page is beneficial to the company because people who are interested in fashion are very visual. It is a great forum for Nordstrom to post clothing lines new to their store and for customers to post fashion forward styles and trends. After becoming a fan of Nordstrom their updated statuses immediately began popping up on Facebook mini-feed. Each status could be measured as effective in reaching out to customers due to the large amount of positive reinforcement via comments and the “like” button. Most of Nordstrom’s status updates promoted their new spring fashion, fragrances and sales. Although it did entice fans to check out the product, it did not really engage them in conversation. Although Nordstrom does not have a blog, they have something similar called The Thread that is located on their website. The Thread changes each week and has different stories about fashion, skin care and accessories. Nordstrom is also blogged about by their customers. To get an overall feeling about customers’ attitudes towards Nordstrom, our team decided to monitor blogs using the tool IceRocket. From this we found that Nordstrom was featured in over 21,863 blog posts. After reading through blogger's posts, we found that Nordstrom was mentioned when it came to fashion trends, brands and promotions that were going on within the stores and most of the feedback and comments were positive. Most agree that they are a leader in fashion and offer a wide selection of brands. Some customers did think that Nordstrom was pricey, but they also agreed that the merchandise was of higher quality. Facebook and Twitter are an excellent way to reach out to their target market. The content on their Twitter page and Facebook page is consistent with one another and is updated daily. They include pictures, links, and Nordstrom insider information. The information they share online is relevant and interesting, thus engages online customers. The links often drive the user back to the Nordstrom website. The Nordstrom Twitter respondent also 2
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returns tweets to followers/customers in a timely manner. They do provide customer reviews and opinions and respond promptly to customer queries and posts. They seem to be leveraging their brand effectively in the social media realm. On Nordstrom’s website, they more recently have been allowing customers to post their own reviews for products. They provide rating scale tool so that customers can comment on the size and the fit of the product as well as a space for them to leave feedback about their satisfaction level for the product and other details. There is also a section where the customer can post whether or not they would recommend the product to a friend. At the very top, they allow readers to post whether or not the post was helpful in for them to make a decision about their impending purchase.
Public Relations Activities: Nordstrom’s pressroom is found when clicking on investor relations. This is where press releases, media kits, email alerts and media contact information is found. Customers interested in finding press releases may have trouble due to their location on the website. The first page of the pressroom has the latest news. The most recent is a press release from March 9, 2010 for a Nordstrom Rack opening in Burbank California. Other press releases include sales reports, earnings, Nordstrom Spring Fashion and Nordstrom Celebrates Black History Month. Press releases are available from 2006-2010. The Nordstrom image gallery contains downloads for media and students in relation to articles about Nordstrom or any of their merchandise. Each image of clothing has details including price, material, color and size and leads to the Nordstrom website. Event images include fashion designers engaging with customers and photography from fashion shows. Nordstrom pressroom also offers media kits on the latest topics and news. These include kits on Corporate, Nordstrom Guide to Men’s Everyday Dressing, Mini Boden, and Nordstrom Celebrates Black History Month. The Corporate media kit contains an overview on Nordstrom including history, facts, reports and store openings. Nordstrom Guide to Men’s dressing contains press releases and images related to Nordstrom’s Guide to Men’s Everyday Dressing handbook and Mini Boden contains press releases and images related to the Mini Boden children’s collection. Nordstrom Celebrates Black History Month contains a press release, images and promotional information about how Nordstrom celebrated Black History Month. Although Nordstrom’s pressroom may be hard to find on the website, they make it easy to receive alerts once you have found it. There is an email alert link that allows the media to check to receive public relations image gallery alerts, press release alerts, media contacts alerts, and media kit alerts. This is much more convenient than continually checking the website for new posts. Press and other media are also invited to get in touch with Nordstrom’s media team. There is an address, phone number and business hours under the media contacts link. This provides a direct contact for anybody who has media related questions or ideas. There is also an FAQ page that answers questions on how to obtain photographs, logos, film, public speakers and a contact for students looking for more historical and stock information. Nordstrom seems very open and inviting towards press and students and appreciates building relationships with them. Overall, Nordstrom is engaging in an open relationship with the press, willing to share all materials on 2
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their company. Their opt-in email and RSS feed also make receiving information convenient. Nordstrom also offers the books The Nordstrom Way by Robert Spector and Patrick D. McCarthy and Fabled Service: Ordinary Acts, Extraordinary Outcomes by Bonnie Jameson and Betsey Sanders as a tool for further information. Nordstrom is constantly promoting and providing media kits for each individual event and utilizing social media. Due to these public relations activities, Nordstrom is therefore providing excellent public relations services to their company. After conducting a search online about Nordstrom’s online reputation, it was concluded that they are known for their customer service. While there were a few complaints when a general search engine was completed, nothing was returned on a complaintboard.com. Nordstrom has an excellent reputation and does everything possible to keep their customers satisfied with their purchases. In turn, there is a very little negative press or reviews about the company. This illustrates the excellent job Nordstrom does at public relations and maintaining good relationships with their various publics.
Privacy Policy: Nordstrom takes the use of personal information very seriously and they are committed to protecting their client’s personal information. Nordstrom gains the trust of their customers and does not want to abuse their privilege of obtaining their personal information. Nordstrom does not sponsor websites nor are they affiliated with site operators that offer Nordstrom’s gift cards. There is a hotline and website where customers can report their issues of fraud at onlinefraud@nordstrom.com or call 1-888-282-6060. Nordstrom’s online privacy policy is written in a way where the words "we", "our", and "us" refer to Nordstrom Direct (www.Nordstrom.com). In this policy, the phrases "personally identifiable information" or "personal information" means any information by which you can be identified or contacted, such as your name (first and last), address (city, state, zip), email address, telephone number, etc. Collecting personally identifiable information from customers enables the purchasing aspect to be efficient. They also use personal information for future marketing opportunities. Nordstrom uses their customer’s personal information to conduct business and to provide customers with the best possible products and services. They state that customer’s personal information will only be shared with members of the Nordstrom family of companies and with service providers that provide support services to them or that help them market their products and services. Third parties who perform services on behalf of Nordstrom are contractually restricted from using personal information in any manner other than in helping them to provide their customers with the products and services available from Nordstrom. Nordstrom may also disclose customer’s personal identifiable information when they have reason to believe that it’s necessary to identify the customer, contact them, or bring legal action to protect their rights or the rights of Nordstrom or others. Nordstrom maintains physical, electronic and procedural safeguards to protect the confidentiality and security of personally identifiable information transmitted to us using the web site. To guard a customer’s information, the web site uses Secure Sockets Layer (SSL). SSL encrypts a customer’s credit card number, name and address so only Nordstrom Direct is able to decode the customer’s information.
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Nordstrom website uses “cookie” and “web beacon” technology to distinguish customers from other visitors, track customers IP address and usage of our site, and to identify the name of the website from which they linked Nordstrom.com. The information is used for fulfilling contracts with Nordstrom business partners, and to help them serve customers better by improving the website design, as well as their products, services, and promotions. Information of other website usage is not tracked. Non-personally identifiable information obtained from cookies and web beacons may be shared with or obtained by service providers on the behalf of Nordstrom. When customers visit Nordstrom.com, they may use both a session and a persistent cookie. This cookie may contain information that is used to track their usage of the website and in some cases, an email address. The customer’s email address is only saved in as a cookie if they register with Nordstrom.com. A web beacon allows Nordstrom to capture certain additional types of information about a visitor's actions on a web site, such as a visitor's cookie number, the time, date, duration and number of page views, a description of the page where the Web beacon is placed, and details about any items that were purchased. If a customer registers with Nordstom.com, the cookie allows Nordstrom to recognize the customer when they return to the website and provides them with access to their account information. If they save their information with or order from Nordstrom.com, they may also use cookies to monitor and maintain information about the customer’s use of Nordstrom.com.
SUMMARY: Based on the previous evaluations made, there are a number of areas that Nordstrom excels in, but there is also room for improvement. It was found that Nordstrom excels in the areas that probably matter most to the customer—customer service and privacy and security. A common obstacle for shopping online is that it does not have the same salesperson contact as a customer would in a store setting. In addition, it can often be harder to return items. Nordstrom combats both of these with the customer service they provide and the number of ways customers can get in contact with that customer service. Nordstrom also provides a safe and secure online environment for customers to enter their personal information. Although it was hard to find faults in this website, some areas for improvement included the email communication they are sending out as well as some gaps in their employment of social media. Nordstrom does a good job at communicating with the customers that buy products from them; however, these emails are not specific enough to who these customers are and what they are buying. In addition, they do not allow the customer to choose how many email updates they would like to receive. Nordstrom also does a good job at using social media so that fans can interact with the brand. There are some gaps in this strategy that can be improved upon such as making sure information on events are always updated and promoting their social media link more consistently.
RECOMMENDATIONS: •
Nordstrom should continue with the same look, feel and aesthetic that they currently employ on the web 2
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site, which includes simple colors, uncluttered viewing pages and adequately large photos of the products. •
Nordstrom should work to create more specific emails that are tailored towards each individual customer. The emails should contain products that relate to each customer's previous purchases and items they have viewed.
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Nordstrom has an excellent email policy. They are respectful of customer and prospect's wishes and only email customers as often as they request. As a result, Nordstrom should keep up the excellent emailing habits.
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Social Media is a component of Nordstrom's e-marketing program and they manage their Twitter and Facebook pages well, however, they could continue this strategy and maintain a blog that relates to fashion and the Nordstrom brand.
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Nordstrom does a good job maintaining their social media sites and keeping them up-to-date and keeping the information the same on both pages.
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Nordstrom’s social media seems to only be updated with promotions. Therefore, these updates could be more varied in offering more ways consumers could engage with the brand and they could keep the events part of social media more up-to-date and engaging.
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Social media buttons, which act as links to their social media outlets, should be consistently used in every email to clientele.
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When users are signing up for a new account on the web site, Nordstrom should ask them to specify if they are male or female in order to make more specific emails.
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When users sign up for a new account on the web site, Nordstrom should allow the user to specify how many email updates they want during a specific time period.
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Nordstrom should continue the superior customer service tactics that they employ. By utilizing the different methods such as a telephone number, email and instant messaging they will continue to satisfy customers in whatever way they choose to contact the company.
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Nordstrom should continue the open relationship they have with the press and providing information to them through their media pages.
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Nordstrom has a very secure privacy policy and does a good job of keeping their customers’ personally identifiable information in a safe and secure environment online.
MARKETING ACTION PLAN (MAP): Please find marketing action plan in the attachments section.
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Attachment 01 – 1st Layer
Attachment 02
Attachment 03 2
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Attachment 04
Attachment 05 – Organic Search 2
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Attachment 06 – Paid Search
Attachment 07 – Paid Search 2
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Attachment 08 – Paid Search
Attachment 09 2
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Attachment 10
Attachment 11 2
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Attachment 12
Attachment 13 2
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