Nordstrom sparks ‘conversation’ with new Web site
Launched on Saturday, Nordstrom updated their web site to include a sleeker interface and a new feature called “conversation”, which feeds their social networking sites as well as exclusive video content.
Nordstrom.com, which launched in 1998 and was revamped in 2000, could be due for an overhaul in the rapidly changing technology climate, especially with the growing importance placed on social media. The retail chain, known for their dedication to customer service and their reputable return policy, could only benefit from the added customer interaction social media offers.
“Our number-one goal is to improve service. It’s really tied to everything we do,” Jamie Nordstrom, president of Nordstrom Direct, told Women’s Wear Daily. “We know the better service we give, the more [consumers] spend with us.”
The home page, which originally opened with the everyday shopping web site look, now features a merry-go-round of large images. Just as a stylist edits a wardrobe, Nordstrom’s new home page curates the most important aspects of the site, making it less overwhelming and more aesthetically pleasing.
The image of a cheerful brunette swivels to the forefront. In a leopard fur coat, the text reads next to her “Change Is Good”. With a click of a button, shoppers are brought to a page that describes the “brand-new look and feel” of Nordstrom.com.
It reads, “Nordstrom.com has taken on a new energy, marked by larger images, a wider format, cleaner more engaging design and increased interactivity.”
Besides the look, which is an obvious update, the site is also enhanced in terms of usability. Filters are now quicker and easier, simplifying searches with categories such as occasion, style, figure. However, the product pages remain similar.
The biggest change is the social component. Right now shoppers can watch videos, which are part of a series entitled “Career Mode”, where career-minded shoppers discuss why style is important to them. Melissa, an interior designer and avid Nordstrom shopper, discusses her affinity for practical pieces with a modern twist. An upbeat song plays in the background as Melissa walks around her studio, explaining her love for design and how style has become an important part of her life.
“If I’m going to meet with someone for the first time,” she said in the video, “I like to put on a professional and polished outfit. It just makes me feel more confident.”
Dave, a media entrepreneur, shows off a sleek, modern sensibility in monochromatic suits or wovens with a nice pair of chocolate corduroys.
“When I go to meet a client I’ll probably put on my best outfit. That’s going to help me be most effective and most myself,” he said. “When I am, good things happen.”
No different than the feel of the store, the videos are stylized and easy to watch. Most just under two minutes, they offer a new way for customers to interact with the brand and other shoppers.
“We are going to be talking with customers in a more conversational way,” Nordstrom said to WWD.
Besides the videos, the conversation home page features forums for fashion chatter as well as Twitter and Facebook feeds.
To form your own opinion of the new and improved Nordstrom Web site, head to http://shop.nordstrom.com. Tweet @ladylux and let us know what you think!
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