Nordstrom Local
Nordstrom is mixing up its retail game with a line of new stores that are the complete opposite of the department stores shoppers are used to. Instead of sprawling spaces with racks and racks of clothes, endless aisles of makeup, and beautifully displayed designer handbags, Nordstrom Local won’t actually stock anything at all.
Instead, Nordstrom Local, which will debut in West Hollywood on October 3, will focus on personal shopping. The 3,000-square-foot stores are about 50 times smaller than Nordstrom’s mainline stores and will feature “personal stylists, manicures, a tailor, and a fully stocked bar,” the Cut reports.
“Shopping today may not always mean going to a store and looking at a vast amount of inventory,” Shea Jensen, senior vice-president of customer experience at Nordstrom, told The Wall Street Journal. “It can mean trusting an expert to pick out a selection of items.”
When shoppers arrive at the Nordstrom Local locations, they’ll have the opportunity to browse Nordstrom’s selection online, with free advice from pro stylists or opt for a beauty service and a drink. If shoppers do choose to buy something, it’ll get shipped to the store that same day or directly to customers’ homes. It’s a model that’s familiar to anyone that frequents Bonobos, Warby Parker, and Rent the Runway, which all have “showrooms” in lieu of actual retail stores.
“It’s a mixed bag,” Milton Pedraza, chief executive of the Luxury Institute, a market research firm, explained to The Washington Post. “There are people who like the instant gratification of going to a store, and there are others who like the convenience of ordering from home. This model — well, it kind of gives them neither.”
The Nordstrom Local concept could be a major risk as the heritage department store tries to find a happy medium between online shopping and an in-store experience. It has paid off for brands that have moved from an online-only model, but Nordstrom does face additional shipping costs for the concept and shoppers’ unwillingness to buy things they can’t touch or feel in person. The Nordstrom local stores will also be a place where shoppers can drop off returns and pick up online orders. The idea is for shoppers to linger when they stop in, so Nordstrom is planning to make the spaces comfortable and approachable.
“As retail continues to transform at an unprecedented pace, the one thing we know is that customers value great service, speed and convenience,” Shea Jensen, senior vice president of customer experience for Nordstrom, said in a statement. “Finding new ways to engage with customers on their terms is more important to us now than ever.”
For more information, visit www.nordstrom.com.
Images courtesy Nordstrom
