Marketing Mix of Nordstrom and 7Ps (Updated 2024)

The Marketing mix of Nordstrom analyses the 7Ps of Nordstrom, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Nordstrom. Nordstrom is a public limited company of American origin. It is associated with the lifestyle and retail industry, operating via departmental stores. The company was founded in 1901 by its co-founders, Carl F. Wallin and John W. Nordstrom. The company is one of the largest upscale department stores in the United States. Some of its competitors are.

• Von Maur, Inc
• The Gap Inc
• Saks & Company
• Macy’s Inc
• J Crew Group, Inc
• Donna Karan International Inc
• Dillard’s Inc
• Calories, Inc
• Brooks Brothers, Incorporated
• ANN Inc
• Mercuries & Associates
• Home Retail Group
• JC Penny

About Nordstrom

• Type: Luxury department store chain
• Industry: Retail
• Founded: 1901
• Founder: John W. Nordstrom
• Headquarters: Seattle, Washington, United States
• Area served: United States and Canada
• Key people: Erik B. Nordstrom (CEO) and Jamie Nordstrom (President)
• Number of employees: 95,000 employees worldwide.

Nordstrom Product Strategy

Nordstrom started its operations as a shoe retailer and, with time, expanded its product portfolio to include apparel, accessories, home and wedding furnishings. The company has also opened in-house espresso bars and restaurants.

The new Product Mix of Nordstrom in 2024 is as follows (Source).

Nordstrom is known for its broad and diversified product mix. This mix is strategically designed to cater to a variety of customer needs and preferences, encompassing several product categories:

1. Apparel: Nordstrom offers a comprehensive selection of clothing for men, women, and children. This includes everything from casual wear and designer labels to formal attire and specialty sizes like petite, plus-size, and maternity.
2. Footwear: The store is renowned for its extensive footwear collection. This range covers various types of shoes for men, women, and children, including designer handbags, casual shoes, athletic footwear, boots, and formal shoes.
3. Accessories and Jewelry: Nordstrom’s accessories selection includes a wide array of handbags, belts, hats, scarves, sunglasses, and jewelry. These items range from everyday basics to luxury designer pieces, catering to diverse style preferences and budgets.
4. Beauty and Fragrance: The beauty department at Nordstrom is comprehensive, offering skincare products, makeup, hair accessories, and fragrances from various brands, ranging from affordable to high-end luxury labels.
5. Home and Gifts: Nordstrom also carries a selection of home goods and gifts. This includes bedding, diaper bags, home décor, kitchenware, and unique gift items. The range can vary from practical everyday items to luxury goods.
6. Designer Collections: A significant part of Nordstrom’s appeal is its array of designer collections. The store features high-end designer apparel, footwear, and accessories from globally renowned fashion houses, catering to the market’s luxury segment.
7. Wedding Suite: Nordstrom offers a specialized wedding suite that includes bridal gowns, bridesmaid dresses, accessories, and suits and tuxedos for grooms and groomsmen.
8. Nordstrom Rack and Clearance Items: In addition to its full-price inventory, Nordstrom operates Nordstrom Rack, a division offering discounted clothing, accessories, and home goods. This enables them to cater to more price-sensitive customers while managing inventory effectively.
9. Online Exclusive Products: Nordstrom has expanded its product offerings through its online platform, which often features online-exclusive products, further broadening its product mix.
10. Private Label Brands: Nordstrom has developed its private label brands, offering exclusive products found only at their stores. These brands typically offer a blend of quality and value, covering various product categories.

Nordstrom’s product mix reflects its commitment to providing its customers with various choices across various categories, from affordable goods to luxury items. This diversity allows Nordstrom to cater to a broad customer base with varying preferences and shopping behaviors.

Nordstrom Pricing Strategy

Nordstrom employs a multifaceted pricing strategy that aligns with its brand positioning as a provider of quality goods and superior customer service. Here’s an analysis of Nordstrom’s pricing strategy:

1. Premium Pricing: Nordstrom positions itself in the higher end of the market, offering premium products and services. Its pricing reflects this positioning, where the cost of goods often carries a premium to account for the high quality, brand name, and customer service experience that Nordstrom is known for.
2. Dynamic Pricing: Leveraging technology and market data, Nordstrom employs dynamic pricing. Prices of products may fluctuate based on demand, competition, and inventory levels, allowing Nordstrom to remain competitive while maximizing profit margins.
3. Price Matching: To maintain its competitive edge, Nordstrom offers price matching for items at a lower price than competitors. This strategy helps retain price-conscious customers seeking the best deals on high-end products.
4. Clearance Sales and Nordstrom Rack: Nordstrom manages its inventory effectively through clearance sales and its off-price division, Nordstrom Rack. These outlets offer discounted prices on overstocked or out-of-season items, catering to more price-sensitive shoppers and broadening its customer base.
5. Promotional Pricing: Nordstrom occasionally employs promotional pricing strategies, such as semi-annual sales, Anniversary Sales, and holiday promotions. These events are strategically used to boost sales volumes, attract many customers, and increase customer loyalty.
6. Psychological Pricing: Implementing psychological pricing strategies, Nordstrom often prices items just below a round number (e.g., $99.99 instead of $100). This makes the price seem significantly lower in the eyes of the consumer, which can encourage purchases.
7. Segmented Pricing Strategy: Within its wide range of products, Nordstrom offers a variety of brands at different price points. This segmented approach caters to a diverse customer base, ranging from mid-range to luxury shoppers.
8. Exclusive Brands and Products: Nordstrom also offers exclusive brands and products, which can command higher prices due to their exclusivity and differentiation from competitors’ offerings.

In summary, Nordstrom’s pricing strategy is an intricate blend of premium, dynamic, and competitive pricing, complemented by promotional activities and psychological pricing techniques. This strategy supports Nordstrom’s luxury brand image while accommodating a range of customer price sensitivities.

Nordstrom Place Strategy

Nordstrom focuses on spreading its presence in forty states in the United States, Canada, and Puerto Rico. It operates via three hundred and seventy stores, of which the full-line stores account for one hundred and twenty-three. It also includes two clearance stores, Jeffrey boutiques, five Trunk Club clubhouses, and two hundred and fifteen Nordstrom Rack stores. The company serves its customers online and offline channels via HauteLook, its private online sale site, and its websites nordstromrack.com and Nordstrom.com.

Nordstrom’s place strategy is integral to its overall marketing approach, maximizing accessibility and providing a superior shopping experience. Here are five critical aspects of Nordstrom’s place strategy:

1. Strategic Store Locations: Nordstrom locates its stores in high-end shopping centers and affluent urban areas. This ensures visibility and accessibility to its target market, primarily upscale consumers looking for premium shopping experiences.
2. Omnichannel Presence: Nordstrom has a robust omnichannel strategy, seamlessly integrating its brick-and-mortar stores with its online platform. This approach allows customers to shop through various channels, including in-store, online, and mobile apps, offering convenience and flexibility.
3. Nordstrom Rack Stores: Besides its mainline stores, Nordstrom operates Nordstrom Rack, a chain of off-price retail stores. These stores are typically located in suburban shopping areas and offer discounted merchandise, catering to a more price-conscious market segment.
4. Pop-Up Shops and Experiential Retail: Nordstrom often features pop-up shops and experiential retail concepts. These innovative spaces offer customers unique shopping experiences and showcase limited-time offerings, collaborations, and new brands.
5. Global Expansion and Online Shipping: While primarily based in the United States, Nordstrom has begun expanding internationally, including stores in Canada and online shipping to over 100 countries. This global reach enables Nordstrom to tap into new markets and cater to a worldwide customer base.

Nordstrom’s marketing strategy ensures that its products are widely available and presented to enhance the overall customer experience, aligning with its reputation for quality and service.

Nordstrom Promotion Strategy

Nordstrom has a strong marketing strategy and plans to create brand awareness in the consumer market. It advertises via newspapers, billboards, and leaflets. The company has a very active presence via social media on Twitter, Facebook, its official website, YouTube, Pinterest, and Instagram, promoting its brand wholeheartedly. It takes special care to answer all the tweets and post a monthly newsletter.

Nordstrom offers Nordstrom customer cards under its loyalty program called Nordstrom Rewards, where one can earn points by purchasing goods at Nordstrom stores. These points can be redeemed on further purchases. The rewards program has four status levels depending on annual spending. The company organizes six yearly sales events as part of its promotional policy. It also offers gift card subscriptions to its customers.

Nordstrom has been the recipient of several recognitions and awards. In 2008 and 2009, it was at 36 and 72 positions, respectively, in the 100 Best Companies to Work for in Fortune Magazine. In 2013, it was hailed as Top Fashion Retailer by Women’s Wear Daily, a fashion magazine.

Some Recent Video ads and Print ads for Nordstrom are:

Nordstrom People Strategy

Nordstrom, known for its strong emphasis on customer service, significantly focuses on the “People” aspect of its service marketing mix. Here are key points about the “People” component in Nordstrom’s marketing strategy:

1. Highly Trained Staff: Nordstrom invests considerably in training its employees to ensure they provide exceptional service. Staff are trained in product knowledge, customer interaction, problem-solving, and personal styling advice.
2. Empowerment of Employees: Employees at Nordstrom are famously empowered to make decisions to improve customer satisfaction. This autonomy allows staff to resolve issues quickly and effectively, enhancing customer experience.
3. Customer-Centric Culture: Nordstrom’s company culture is deeply customer-centric. Employees are encouraged to go above and beyond to meet customer needs, embodying the company’s philosophy of providing outstanding service.
4. Employee Recognition and Rewards: Nordstrom recognizes and rewards employees who demonstrate exceptional service and achieve sales goals. This includes monetary rewards and public recognition, fostering a motivated and engaged workforce.
5. Diversity and Inclusion: Nordstrom is committed to diversity and inclusion, ensuring its staff reflects the diverse communities it serves. This approach enriches the customer service experience by providing various perspectives and understanding.
6. Career Development Opportunities: The company offers numerous career development opportunities for its staff, including leadership training programs. This helps retain talent and ensures that the employees grow within the company, maintaining a high level of service quality.
7. Customer Feedback Loop: Nordstrom strongly emphasizes customer feedback to improve its service continuously. Employees are trained to actively listen to customer feedback and use it for personal and company-wide improvement.
8. Service-Oriented Hiring Practices: During the hiring process, Nordstrom looks for individuals naturally inclined towards customer service. This ensures that the staff possesses the necessary skills and attitude towards service.

Nordstrom Process Strategy

The “Process” component of Nordstrom’s marketing mix refers to the methodologies and flow of activities through which services are delivered to customers. This aspect ensures a seamless, efficient, and enjoyable shopping experience. Here’s how Nordstrom excels in this area:

1. Streamlined Checkout Process: Nordstrom has worked on making the checkout process as smooth as possible in-store and online. This includes mobile checkout options in-store and a straightforward, secure online payment system.
2. Flexible Return Policy: Nordstrom is known for its flexible and customer-friendly return policy. This process is designed to be hassle-free, reinforcing customer trust and loyalty.
3. Omnichannel Shopping Experience: Nordstrom integrates its online and offline channels to provide a seamless shopping experience. Customers can shop online, pick up in-store, or even reserve items online to try on in-store, ensuring convenience and flexibility.
4. Personalized Shopping Services: Nordstrom offers customized shopping services like personal stylists in-store and online styling advice. This process helps customers find exactly what they need with the assistance of expert advice, enhancing the overall shopping experience.
5. Efficient Inventory Management: Behind the scenes, Nordstrom employs sophisticated inventory management processes to keep stock levels optimized across all channels. This ensures that products are available when and where customers want them.
6. Customer Service and Support: Nordstrom has a well-defined process for customer service and support, with multiple channels available for customer communication, including in-store, phone, chat, and social media. This ensures that customer issues are resolved promptly and efficiently.
7. Training and Development: Nordstrom significantly emphasizes its employees’ ongoing training and development to ensure they are knowledgeable and can provide exceptional service. This includes product knowledge, customer service skills, and operational procedures.
8. Technology Integration: The company continuously invests in technology to improve its service processes. This includes using AI and machine learning for personalized recommendations, mobile apps for enhanced shopping experience, and advanced CRM systems to manage customer relationships effectively.
9. Feedback Loops for Continuous Improvement: Nordstrom actively seeks and utilizes customer feedback to refine and improve its processes. This commitment to continuous improvement helps the company stay responsive to customer needs and preferences.
10. Sustainability Practices: The process also encompasses sustainability efforts, such as environmentally friendly packaging and responsible sourcing. Nordstrom is committed to reducing its environmental impact, which resonates well with eco-conscious consumers.

Nordstrom Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix refers to the tangible and intangible elements that customers use to evaluate the service quality before, during, and after a purchase. Physical evidence shapes perceptions and experiences for a high-end retail brand like Nordstrom. Here are vital aspects of physical evidence in Nordstrom marketing mix:

1. Store Design and Layout: Nordstrom stores are designed to offer a luxurious and comfortable shopping environment. The layout is intuitive, making it easy for customers to navigate different departments. The aesthetic appeal of the stores, with their upscale fixtures and furnishings, reflects the quality of the products and services.
2. Online Presence: Nordstrom’s website and mobile app serve as digital physical evidence. The design and usability of these platforms are focused on providing a seamless and engaging shopping experience. High-quality imagery, detailed product descriptions, and easy navigation enhance online customer interaction with the brand.
3. Branding Elements: The Nordstrom logo, color scheme, and other branding elements are consistently applied across all touchpoints, including store signage, packaging, and marketing materials. This consistency reinforces brand recognition and trust.
4. Dressing Rooms: Nordstrom’s dressing rooms offer privacy, comfort, and luxury, with spacious areas, flattering lighting, and attentive service, making the trying-on process a positive aspect of the shopping experience.
5. Packaging: Nordstrom’s product packaging, including shopping bags, boxes, and wrapping, is high-quality and distinctive. The packaging protects purchases and serves as a symbol of the brand’s luxury and attention to detail.
6. Point of Sale Systems: The checkout areas in Nordstrom stores are designed to be efficient and user-friendly, minimizing wait times. The POS systems are integrated with technology that enhances customer service, such as mobile payments and electronic receipts.
7. Customer Service Desks: These areas are prominently located and staffed with knowledgeable employees, providing a physical point of contact for customer inquiries, returns, exchanges, and services like personal shopping.
8. Signage and Wayfinding: Clear and elegant signage throughout Nordstrom stores helps customers easily access various departments, services, and amenities, contributing to a smooth shopping experience.
9. Atmospherics: The overall ambiance, including lighting, music, and scent, is carefully curated to create a welcoming and premium environment. These sensory elements contribute significantly to the perception of quality and service excellence.
10. Cleanliness and Maintenance: Nordstrom maintains high standards of cleanliness and upkeep in its stores, dressing rooms, restrooms, and other customer areas. This physical evidence reinforces the brand’s commitment to excellence and respect for customers.

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