Nordstrom is opening a men’s store in New York City this week that will operate 24 hours a day. The retailer is offering a variety of services at the store, including overnight in-store pickup, a self-service return kiosk, shoe shining, and “sneaker cleanings.” The new service-oriented store will cater to the city that never sleeps, as New York represents about 10 percent of Nordstrom's digital sales. Customers will be able to pick up their orders at any time during the day, and will be met with curbside delivery of their products. The store will also feature one of only two self-service return kiosks in the country, where customers can scan their receipts and deposit items into a return bin at any time without employee assistance.
Total Retail’s Take: Nordstrom is again taking steps to innovate the brick-and-mortar store experience. Customers now expect physical locations to be more than just places to view product and complete transactions, and retailers are constantly pushed to find ways to integrate digital technology into their stores. The services offered at this new Nordstrom men’s store will enable unique experiences for busy New York City shoppers. A 24-hour retail store closely aligns with consumers’ online shopping behaviors. Customers can already shop Nordstrom’s online platforms at any time, so why not be able to head to the store for pickup and returns at any time, too? Other retailers can follow Nordstrom’s lead in evolving their brick-and-mortar stores into commerce hubs to keep customers interested and engaged in physical locations.