Nordstrom Local: It’s The Experience, Stupid!

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Nordstrom recently announced plans to develop a small concept titled “Nordstrom Local.” The biggest twist: there’s no apparel to purchase. Instead, Nordstrom is focusing on serving as a hub for advice on all things fashion and harnessing the power of the outstanding customer service it offers on a daily basis. At 3,000 sq ft, the Seattle-based retailer will be able to penetrate urban localities and show it’s relevance in an increasingly competitive landscape. If Nordstrom uses design thinking or truly understands the user/customer experience when people walk into these stores, I have a feeling we could be seeing more Local stores pop-up.

Nordstrom Local Storefront

Overall, I think this is a good move, and should be watched very closely.  I already find the concept appealing as a potential customer. Why? I need help with fashion advice; what brands are on trend and best suited for my body. Even when I do find the right brand, where do I go to get my jeans or trouser hemmed? Under one roof? Sweet! Able to meet my friends for a freshly squeezed orange juice while I try on clothes? Even better! If Nordstrom arms their employees with the tools, knowledge, and turns them into subject matter experts on all things fashion, the benefits of going to Nordstrom Local will outweigh those who might consider Amazon. Yes, people like the convenience of online shopping. But nothing can beat an attentive, personalized and enriching consumer experience. Just wanted to re-emphasize the title of this post in case I wasn’t clear; it’s the experience, stupid! And this is something retail consumers are deprived of!

P.S. Pete – we buy online, and return in store because we want the sense of an immediate refund on our credit or debit cards.