El Omnichannel no es algo nuevo pero la verdad es que… pocos retailers lo hacen bien. Generar y poner en práctica una estrategia Omnichannel no es tarea fácil.
A pesar de que la gran mayoría (90%) de las marcas tienen una estrategia omnicanal, solo el 8% siente que está teniendo éxito.
Este caso de estudio sobre Omnicanalidad vamos a analizar a uno de los retailers más importantes de Norteamérica – Nordstrom, «El Corte Inglés» americano.
Sigue leyendo para conocer los tres componentes fundamentales de la estrategia omnichannel y cómo lo hace Nordstrom.
Navegación rápida
How Nordstrom Personalizes Customer Experiences With Omnichannel Marketing
Connecting Social to Brick & Mortar
Using Youtube to Extend Customer Service
Connecting Social to Online Stores
Extending Personalized Communication Beyond the Store
How to fuel Omnichannel Retailing with Cross Channel Fulfillment
Connect your offline and online worlds with your store app
Evolve your business model to fit customer expectations
Connecting Data Across Brands and Platforms
Next Steps…
Cómo personaliza Nordstrom la experiencia de usuario con Omnichannel Marketing
Nordstrom ha sido durante mucho tiempo el lider indiscutible del Omnichannel. La base de su estrategia es enfocarse en lo que ha sido su seña de identidad: un servicio de atención al cliente superior, conveniencia y entender lo que quiere el cliente.
El Omnichannel significa estar donde los clientes están. Requiere la gestión activa de múltiples canales para impulsar las ventas y los sistemas para respaldar los compromisos personalizados.
Nuestra estrategia de clientes se centra en proporcionar una experiencia perfecta y de alta calidad a través de todos los canales de Nordstrom. – 2016
Estos primeros ejemplos muestran cómo Nordstrom personaliza la experiencia de usuario en función de su intención.
Conectar las redes sociales con el mundo físico
Usar Pinterest para Supercharge Discovery y llevar Drive Retail Traffic
Desde 2013, Nordstrom ha integrado Pinterest directamente con sus tiendas.
Comenzaron destacando sus productos más populares en pantallas ubicadas en sus tiendas físicas
In 2018, Nordstrom is taking their Pinterest game to new levels. Pinterest recently released a new «Pincode» feature, which allows shoppers to scan a code and be taken to a Pinterest board.This gif made by the Pinterest team shows exactly how it works.
You can see the actual board Nordstrom uses here.
Using Youtube to Extend Customer Service
In-store, Nordstrom associates are able to guide clients to the purchase purchase with their expert style advice.With video, Nordstrom is able to recreate this type of customer service online. In fact, video has become key for educating and motivating clients on how to put wardrobes together.The final call to action is perfect.
It underlines the shortcomings of a video, and invites the customer to come in and talk to their own personal style expert.
Connecting Social to Online Stores
Nordstrom also uses social to drive online sales.
One example is through Instagram’s Shoppable Posts. Mary Beech, EVP and Chief Marketing Officer of Kate Spade explains:
Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps.
Below are some quick screenshots that illustrate the customers journey from social to purchase.
First, Nordstrom shows the products in native Instagram posts. When they click the product, the next screen is given (still in the Instagram app).
This screen carries more product information, as well as clear product photos that allow the customer to determine if they want to buy. Finally, when a customer clicks «Shop Now» they are brought to the online store.
Key Takeaways
Customers use social for discovery and education. By meeting customers where they are, you can engage with shoppers early in the buyer journey with entertaining or educational content.
Extending Personalized Communication Beyond the Store
One of Nordstrom’s key advantages is connecting with customers through their sales associates. Sales associates at Nordstrom’s are expected to deliver personalized product recommendations, and guide the customer through their store. However, as customers increasingly shop online, Nordstrom’s needed a way to replicate this personalized experience online. Partnering with technology company BevyUp, Nordstrom’s is able to initiate (or continue) conversations with customers online, and provide the same level of personalization on mobile. BevvyUp’s partnership with Nordstrom resulted in
The partnership was so successful that Nordstrom decided to acquire the company, and fully integrate it into their own employee app coming out in late 2018.
Other Personalization OmniChannel Marketing Tactics Used
I want to quickly list a few other ways Nordstrom personalizes their interactions with their customers.
Personalized in-app communication
Loyalty Programs – Loyalty program that rewards shoppers points regardless of where you complete the purchase.
Congruent Experience Across Devices
How to fuel Omnichannel Retailing with Cross Channel Fulfillment
Nordstrom recognizes that in order to succeed at omnichannel, they must support fulfillment across all of their channels. Again, their guiding principle is convenience and customer service. As Brian Gill, the technology senior vice president explains –
«The retail environment is changing faster than ever, but the value of service, speed, convenience and newness remain constant,»
«The retail environment is changing faster than ever, but the value of service, speed, convenience,, and newness remain constant.» – Brian Gill
Connect your offline and online worlds with your store app
In 2016 Nordstrom added a «Reserve and Try in Store» feature for their in-app shoppers.Nordstrom shoppers often look up products before going in-store to try products on and purchase. With this feature enables, Nordstrom allows customers to place items «on reserve». Nordstrom completley nails the execution. Once a store clerk has collected the reserved items and placed them in a dressing room with the customers name attached to the door, a simple text message is sent, letting the shopper know their reserved items are waiting for them. Items are kept until the store closes the next day.
Evolve your business model to fit customer expectations
[tcb-script async=»» defer=»» src=»//www.instagram.com/embed.js»][/tcb-script]
The most successful digital first retail stores are beginning to open phsycial space retail stores. Warby Parker operates upwards of 63 stores. Likewise, Bonobos and Moda Operandi have already opened their first physical stores.Nordstrom is taking notice and action.Their latest effort is opening a store where the merchandise is on display but you can’t take it home.
While the average department store spans over 140,000 square feet, the first Nordstrom Local came in right at 3,000.
Keeping in line with their omnichannel strategy, the boutique supports returns of online purchases and curbside pickup of online orders. The store also highlights what distinguishes Nordstrom from its competitors: service.
In this case, a full service bar is offered where shoppers can receive personal advice from a professional stylist – not to mention enjoy the other drink and nail care amenities.
Other Omnichannel Fulfillment Tactics Used
In addition to these omnichannel fulfillment strategies, Nordstrom utilizes a number of other tactics including:
Connecting Data Across Brands and Platforms
Powering all of Nordstrom’s omnichannel strategies and tactics is the ability to unify customer data.
Data fuels omnichannel strategies and tactics. The goal is simple: get all of your customer data in one place, make that data easily accessible, and use that data.
Free Resource (no opt-in): Click here to see the key data questions you need to ask to empower your omnichannel strategy.
Like most retailers, expanding sales channels has been a major fulcrum of growth for the company. As the number of channels retailers use increase, so does the complexity and the need for data unification.
Today, retailers use a number of channels including:
Nordstrom’s Many Sales Channels
Like most established retailers, Nordstrom’s uses a multitude of sales channels to connect with customers.
What separates Nordstroms (and makes their quest for omnichannel success that much more difficult) is the number of distinct brands the business manages.
As of March 20th, 2017 – Nordstrom operated 344 US stores and three major eCommerce platforms: Nordstrom.com, Nordstromrack.com/HauteLook, and TrunkClub.com.
While the majority of their retail stores fall under two brands (Nordstrom and Nordstram rack), they also operate Trunk Club clubhouses, Jeffery Boutiques, and «Last Chance».
In addition to their eCommerce stores, Nordstrom also has a whole suite of customer facing apps where customers engage with the brand and complete orders.
All in all – Nordstrom’s sales channels include
Connecting Customer Data
Despite this complexity, Nordstrom is able to connect customer data – creating a seamless experience even across brands.
Nordstrom unifies customer data across all of these brands and channels. Customer preferences, sales history, and information are stored in the same account – accessible by each brand and customer.
In other words, if a customer shops at Nordstroms, and then Nordstrom Rack, that information is kept together.
Other Omnichannel Data Unification Tactics
This fundamental ability to combine customer data empowers all of the omnichannel personalization and fulfillment strategies.
Additionally, there are a few data unification tactics that Nordstrom uses to enhance the customer experience.
Next Steps…
Creating an effective Omnichannel strategy is not easy.
The first step is getting your data together in one place, and selecting a personalization vendor that empowers you to build seamless, personal, customer experiences across platforms and devices.
We’ve put together an in-depth guide on how to select a personalization partner here.
If you’re interested to see how Barilliance can help your brand, you can request a demo here.
