How L.L. Bean, Amazon and Nordstrom Create Positive Service Experiences
Nordstrom has made its website appealing by adding “Design to Inspire” videos. These videos feature designers discussing a specific style, their design inspiration, occasions that styles are most appropriate for and how different styles can be accessorized. For example, in a video series featuring Michelle Smith, the designer of the popular Milly line, Smith offers suggestions for wearing the same dress at work as well as out of the office.
Nordstrom also added RSS feeds to its site in 2007. Shoppers of the apparel retailer can be automatically alerted when a new product they're interested in is added to Nordstrom’s online store. For example, a shopper interested in Seven jeans can click on the Fashion Feed button on Nordstrom.com. Any time a new product is added to the site that matches this search, the consumer will automatically be sent an email. After opening the email, the shopper is taken directly to the appropriate new product web page.
Barry Berman, Ph.D., is author of Competing in Tough Times: Business Lessons from L.L.Bean, Trader Joe’s, Costco, and Other World-Class Retailers (Financial Times Press, 2011). Barry can be reached at email@example.com.