Nordstrom doubles membership for its loyalty program
Nordstrom is a leading fashion retailer, passionate about what’s next and providing the best possible care to customers. Since 1901 they’ve grown from their Seattle shop to 373 stores in 40 U.S. states and Canada, as well as 96 countries online at Norstrom.com.
We were tasked to help Nordstrom evaluate opportunities to reach a younger customer segment and bolster future growth in a changing retail landscape.
We established a methodology to assess the existing customer loyalty and customer rewards program to identify opportunities to acquire and retain target segments. We worked across business and technology teams to identify key levers that enable accelerated engagement across the Rewards Program lifecycle. We then worked to modify the Rewards Program experience to suit the shopping patterns and behavior of the millennial segment.
The analysis incorporated all channels (Nordstrom, Nordstrom Rack, Rack.com and HauteLook) for fit with desired customer experience and Nordstrom’s long-term customer loyalty and retention strategy.
This strategy paid off for Nordstrom. Just 7 months after launching the refreshed program, Nordstrom Rewards more than doubled its membership, and 50% of the total 7.8 million rewards members had joined through the newly offered non-tender program.