Nordstrom Opening Stores With No Merchandise
New concept from retailer Nordstrom features personal stylists, manicurists, a tailor, beer and wine - but no clothing, shoes or merchandise of any kind.
As retail continues to evolve, leading retailer Nordstrom is launching a new kind of retail concept and neighborhood hub on October 3rd in West Hollywood. Dubbed ‘Nordstrom Local’, this service-focused concept store has no dedicated inventory – rather, customers who want to shop will have access to Personal Stylists, who can transfer merchandise in for customers, as well as a suite of convenient services like Buy Online, Pick-Up In-Store (available same-day), Alterations & Tailoring, Trunk Club services and manicure appointments. Customers will also be able to make returns at Nordstrom Local from Nordstrom stores, Nordstrom.com and Trunk Club.
Just as retailers like Macy’s and Target are looking to shrink their footprints, the new Nordstrom Local concept follows suit by clocking in with a roughly 3,000 sq ft layout- much smaller than an average 140,000 sq. ft. Nordstrom store. Nordstrom Local will have one styling suite and eight dressing rooms surrounding a central meeting space where customers can sit comfortably, enjoy a glass of wine or beer, and chat with their Personal Stylists. Customers will also find Alterations & Tailoring and Order Pickup at the entrance, and items can be hand-delivered to a customer’s car via Curbside Pickup.
“As the retail landscape continues to transform at an unprecedented pace, the one thing we know that remains constant is that customers continue to value great service, speed and convenience,” said Shea Jensen, Nordstrom senior vice president of customer experience who led the Nordstrom Local initiative. “We know there are more and more demands on a customer’s time and we wanted to offer our best services in a convenient location to meet their shopping needs. Finding new ways to engage with customers on their terms is more important to us now than ever.”
If the concept sounds familiar, then you may be familiar with the ‘non-stores’ of Warby Parker and Rent The Runway- which open ‘showrooms’ for shoppers to try on product, but do not actually hold inventory on site. Nordstrom has not been one to shy away from seeking ways to evolve as the retail market shifts. The company was one of the first investors for Bonobos, the popular e-commerce men’s clothing company that was recently acquired by Walmart. Nordstrom also acquired the online personal styling service Trunk Club in 2014, although roughly half of the value of that purchase has since been written off.
Successfully staying one step ahead has made the company an attractive acquisition target for retailers like Amazon and Walmart according to Jeff Glueck, CEO of location intelligence company Foursquare. “Foursquare’s data show that Nordstrom shoppers are almost two times more likely to shop at Whole Foods than the average consumer,” Glueck writes. “So an Amazon-owned Nordstrom chain would deepen Amazon’s relationships with its expanding core base.” Walmart may be interested in Nordstrom based on their recent strategy centered around casting a wider net outside of their typical customer base. “Walmart uses acquisition to capture new customers, which they can find at Nordstrom and Nordstrom Rack: these consumers aren’t frequent Walmart-goers,” Glueck wrote. “According to Foursquare’s foot traffic data, they are about 55% less likely to go to Walmart than the average American.”
The full list of services available at Nordstrom Local includes:
Personal Stylists – Fast, fun, free – and zero pressure. A Nordstrom Personal Stylist can help customers with everything from a little fashion advice to a whole new wardrobe to finding the perfect gift at any budget. Customers can make an appointment with a stylist online, over the phone or in-person.
Buy Online, Pick-Up In-Store – Customers can shop Nordstrom.com and pick up their purchases at Nordstrom Local on the same day, if ordered before 2pm.
Onsite Alterations & Tailoring – Customers can get professional alterations and tailoring at Nordstrom Local. On-site tailors will assure that any garment fits perfectly, from a simple jeans hem to a meticulously tailored suit.
Same-Day Delivery – Available for completed alterations or purchases, and delivered directly to a customer’s home on the same day, if ordered by 2pm.
Curbside Pickup – Alterations and Buy Online, Pick-Up In-Store orders can be hand-delivered to a customer’s car via Nordstrom Local’s Curbside Pickup.
Trunk Club & Trunk Club Custom – Another convenient location for customers to meet a Trunk Club Stylist or pick up or return a trunk. The Nordstrom team of expert tailors will help customers select the right fabrics or create a Trunk Club Custom garment that suits them perfectly from workweek to weekend.
Nordstrom Gift Card – Nordstrom donates 1% of all Gift Card sales to nonprofits in local communities.
Style Boards – Nordstrom Style Boards is a new salesperson tool that allows salespeople and Personal Stylists to create digital boards filled with personalized fashion recommendations, like a summer vacation or wedding, which customers can view on their phone and purchase directly through Nordstrom.com. In addition to fashion recommendations, customers can get the expert advice of a salesperson or Personal Stylist by having a conversation with them through the app.
Nail Services – Nordstrom Local offers eight different manicure services to help customers complete the perfect look.
Easy Returns – Customers can make returns at Nordstrom Local from Nordstrom stores, Nordstrom.com, and Trunk Club.
On-Site Refreshments – Nordstrom Local will serve a full beverage menu including California-sourced beer and wine, cold-pressed juices from Pressed Juicery, and handcrafted espresso drinks from our Nordstrom Ebar.</i>
Images courtesy of Nordstrom