When the company opened the seven-floor store at 57th Street and Broadway in Manhattan this October, it made sure service was at the forefront of the brick-and-mortar establishment. Though I don’t have any business ties to Nordstrom, I study retail markets and am always curious about how the latest brick-and-mortar store trends impact online shopping and e-commerce growth.
Here are some interesting retail innovations inspired by Nordstrom’s flagship store–and other retailers–that you can apply to help your brand.
1. Create opportunities to spend time in the store.
The new Nordstrom location offers in-store spa services like blowout bars, facials, massages, waxing, manicures, and more. Offering services like these–and a martini bar and sit-down eateries–keeps customers in the store longer, making them likely to spend more money, according to a Journal of Marketing study.
Look for ways your company can create more in-store experiences that align with your brand, like how Lululemon’s new Mall of America megastore features workout studios, snack bars, and a 6,000-square-foot “experiential area.” Those could involve booking appointments online to try on clothes, providing an in-store café (à la Ikea), or hosting product demonstrations and interactive experiences, like Lush.
2. Create a seamless omni-channel experience and provide multiple ways to get products.
Nordstrom says its online sales jump about 20 percent in a local market when it opens a store there. That, in my opinion, is because of the company’s buy online, pick up in-store options, as well as its offering easy curbside pickup.
Online retailers are opening brick-and-mortar stores because they recognize that customers like to have an option of returning an online purchase in-store. If you’re an e-commerce company that isn’t ready to launch a retail store, consider offering an inventory-free showroom, which could equate to customers spending 60 percent more and buying more expensive items, according to research from the Wharton School and Harvard Business School. Or launch a temporary pop-up shop, like Adore Me’s invite for VIP shoppers.
3. Build smarter, tech-driven experiences.
Customers want a full-service experience from the moment they walk in the door. If you’re a clothing retailer, one way to do that is to create smart fitting rooms. That can be as simple as creating a button customers can push that calls a sales associate, or it can be as advanced as the smart-mirror fitting rooms at Ralph Lauren’s flagship store, which show various sizes and colors available for items. Luxury beauty companies are testing out AR in airport pop-up shops around the globe, enabling customers to play with virtual makeup in trials through virtual mirrors.