Nordstrom’s E-Commerce Strategy: Failure or Success?

Whatever a Nordstrom customer wants, a Nordstrom customer gets. It is almost a mantra that has propelled the upscale department store chain to retail’s elite circles. So it made sense when Nordstrom, based in Seattle, announced in 2014 that it would continue to invest in e-commerce, to deliver merchandise to its customers in whichever way they preferred. In the first quarter of that year, the retailer’s direct net sales had increased year by 33.0 percent, on top of a 25.0 percent increase experienced the year before.