ADV 420 Final - Nordstrom - Katherine Kaczanowski

1. • Nordstrom is a leading fashion specialty retailer, offering customers one of the most
extensive selections of clothing, shoes and accessories for men, women and children.
Nordstrom offers free shipping and returns every day all the time without a minimum
purchase.
• Nordstrom prides themselves on offering outstanding customer service.
• Nordstrom targets a wide range of people at every age and gender as their target market.
In particular, Nordstrom aims at men and women who can afford an expensive lifestyle
and don’t mind spending money on quality products specifically designer brands.
• Nordstrom strives to give these customers the best experience in the store as possible by
providing outstanding customer service.
By:Katherine Kaczanowski

2. Challenges
- Competing with competitors - Goals
Bloomingdale's, Neiman Marcus, and - Cover a wider range of target audience
Saks Fifth Avenue - for sales. to increase sales.
- Persuading customers to shop at - Effectively use and improve social
Nordstrom in today’s economic media to advertise and connect with
recession. Nordstrom customers.
- Staying within the advertising budget - To increase Nordstrom’s brand
and using it efficiently. exposure by using internet marketing
- Reminding customers of the quality and social media tactics.
products they offer and of the - Advertise to more specific, relevant
excellent customer service they audiences to eliminate waste coverage.
provide. - Improve Nordstrom’s return on
investment.
By:Katherine Kaczanowski

3. Nordstrom
needs to focus
on advertising
quality
products with
excellent
customer
service.
By:Katherine Kaczanowski

4. Google AdWords
• Nordstrom can use Google AdWords to target audiences by using keywords such
as:
- apparels
- shoes
- handbags
- cosmetics
- etc.
• Nordstrom can then go in depth by using specific brands that Nordstrom sells such
as:
- Fendi,
- TOMS,
- Kate Spade
- etc. By:Katherine Kaczanowski

5. Google AdWords
• When people search for these specific keywords
Nordstrom will come up as a place to purchase
these products.
It will also share that Nordstrom offers free
shipping and free returns anytime.
These features and benefits of quality products
and outstanding customer service will attract the
target audience to shop online at Nordstrom.com
or to go to a local Nordstrom store to purchase the
product.
By:Katherine Kaczanowski

6. Social Media
• Nordstrom is already utilizing social media by having a Facebook page, a Twitter and
a YouTube channel. Nordstrom does an excellent job of updating content and
interacting with customers.
Nordstrom’s Facebook page and Twitter display favorite products and new product
arrivals. Nordstrom comments and tweets to customers about their concerns and
comments.
• Nordstrom’s YouTube channel has videos of how-to’s, new arrivals for the season,
runway shows, stylist’s picks, information on Nordstrom careers, Nordstrom
scholarships, etc. Nordstrom’s YouTube videos allow customers to get a better
understanding of fashion and what Nordstrom is all about as a company.
By:Katherine Kaczanowski

7. Social Media
• Nordstrom should strive to generate more “likes” on
their Facebook page, “followers” on Twitter and
“subscribers” on their YouTube channel.
Nordstrom can use Pinterest as a way to show new
products they sell and how to put outfits together. This
is a great way to target women in particular because
they are the majority of the population who use this site
currently.
• Along with Pinterest, Nordstrom can use a blogging site
such as Tumblr or Wordpress to tell people of new
arrivals and how to wear or use them. This can be
useful to show trends at the beginning of each season
and show numerous ways how to wear or use product.
By:Katherine Kaczanowski

8. Mobile Strategies
• Nordstrom is beginning to utilize mobile strategies.
Nordstrom recently launched their mobile application making it easier for customers to
shop and purchase products online from their mobile devices.
• Nordstrom sends emails out to customers updating them of new arrivals and trends
making it easier for them to become familiar with them.
Nordstrom can build on this by using location-based services such as Foursquare to
give specials to customers that check-in and leave tips. This gives a customer
incentive if they are rewarded for sharing where they are and any recommendations
they have.
By:Katherine Kaczanowski

9. Metrics of Success
• Nordstrom can use conversion tracking tools to
see if Google AdWords is working effectively.
This is at no cost to Nordstrom and is a free
tool.
• Nordstrom can use Google Analytics to
understand how customers found their site, how
they explored it, and how Nordstrom can
enhance their customer’s experience. With this
information, Nordstrom can improve their return
on investment, increase conversions, and make
more money on the web.
By:Katherine Kaczanowski

10. Budget
• Nordstrom will allocate $1,000,000 to online
advertising.
Advertising will peak during their Half-Yearly Sales and
during the Nordstrom Anniversary Sale.
• Nordstrom holds Half-Yearly Sales for Women and
Kids in May and November. There are Half-Yearly
Sales for Men in mid-June and late December. The
Nordstrom Anniversary Sale is held each July.
By:Katherine Kaczanowski