Nordstrom seems to be shifting from personalization to convenience with its expansion of its Nordstrom Local concept. My latest Retail Wire weigh-in:
It’s interesting that the services Nordstrom’s SVP calls out are onsite tailoring and alterations, curbside pickup, BOPIS and easy returns. Initially, much was being made of customers putting looks together with the help of Nordstrom associates and having them fetched from a local store. Customer reviews were generally favorable when I checked them out early-on, though with some calling out that Nordstrom Local is a primarily a pick-up depot. I’m sure that to Nordstrom, it’s all good, but the smaller locations would seem to indicate that the primary purpose has shifted to facilitating convenience more than personalization.