The world of retail is constantly changing, but many of the questions that retail executives have to remain the same. Here’s one that’s constantly at the top of the mind: How can we best resonate with today’s consumers? One word consistently works its way into the answer in today’s day and age, and that word is convenience. There’s plenty of ways for retailers to step up their game in that regard. Here’s a new tool that one of the top retailers has been slowly rolling out, and the company is about to increase its efforts even further.
As Forbes shares, Nordstrom has announced that it has expanded its Reserve Online & Try In Store service. The program was initially given a test run in six stores, but it’s about to be rolled out to nearly 40 stores across the country. The service allows shoppers to pick out items online, and then be able to try them on at their nearest Nordstrom store. Reserve Online & Try In Store is an innovative way to combine the convenience of online shopping with a streamlined and personalized in-store experience.
Shea Jensen, senior VP of customer experience at Nordstrom, offered up some thoughts on the new service.
“We’re thrilled to expand our Reserve Online & Try In Store to provide a better experience for customers shopping – whether that’s online, in-store or a combination of both,” she said in a release announcing the program’s expansion. “Many of our customers like to feel and try before they purchase them and we’re excited to offer them a more convenient way to do so.”
Jensen provided some additional insight in an interview with Forbes, and she notes that the pilot program proved to be an invaluable experience for the company.
“We gained many learnings. One of their favorite things is that this is something that occurred in a timeframe that worked for them… We know there are more and more choices and demands on their time and we are looking to make sure we offer a myriad of services to meet their needs,” she said.
Beyond the convenience factor for shoppers, the new service allows Nordstrom to make headway on the data collection front without being intrusive for shoppers.
“I think data offers us a significant capability to provide personalization, which we’ve traditionally been known for as a business, in a much broader scaled way,” Jensen added. “It will allow us to deliver personalized services, focused once again on however the customer wants to shop with us.”
This sounds like a win-win for both Nordstrom and its loyal shoppers. Other retailers should sit up and take note, as this could become a convenience that today’s customers come to expect before too long.
