At CommerceNext, we dive deep into brands excelling in retail’s most pressing innovations, and Nordstrom stands out as a leading example. The retailer continues to set a benchmark for omnichannel excellence; not simply by offering multiple channels, but by orchestrating them into a cohesive platform that drives customer loyalty and operational efficiency.
From real-time inventory and mobile innovation to loyalty programs, Nordstrom’s approach illustrates how to unify physical and digital commerce for maximum impact.
Strategic Pillars: The Foundation of Nordstrom’s Omnichannel Play
Nordstrom defines its customer strategy around three core pillars:
- Compelling product
- Outstanding services & experiences
- Connected capabilities
Nordstrom exemplifies how omnichannel strategy extends far beyond managing online and physical channels separately. By aligning data, inventory, loyalty, fulfilment and store operations under a unified customer-centric framework, Nordstrom has turned omnichannel integration into a strategic advantage that connects every operational layer to the customer experience.
Nordstrom’s Mobile App: Bridging Online and In-Store Shopping
Nordstrom’s app is pivotal in connecting the digital and physical realms. Features like “store mode” allow customers to check real-time inventory, reserve items for in-store pickup and even schedule personal shopper appointments. Plus, a “click-and-collect” feature lets customers initiate their shopping experience online and continue it seamlessly in-store, reinforcing customer convenience and supporting store traffic​.
Real-Time Inventory and In-Store Pickup: Boosting Convenience
Nordstrom’s app showcases accessible product inventory information.
A major strength of Nordstrom’s omnichannel strategy is real-time inventory visibility. By letting customers check in-store availability via the app, Nordstrom minimizes the uncertainty often associated with in-store stock. Furthermore, the in-store pickup process is designed for maximum efficiency; pickup counters are placed near store entrances, reducing wait times and enabling a smooth, hybrid shopping experience. This strategic placement maximizes convenience without disrupting in-store browsing.
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Personalized Customer Service: Building Loyalty Through Data
Nordstrom’s app features its loyalty program with easy access to points tracking, rewards and more.
Nordstrom’s reputation for customer service extends to its digital experience. Using both online and offline data, Nordstrom’s app customizes recommendations, incorporates rewards via “The Nordy Club” loyalty program and even provides tailored emails and notifications. This approach creates a consistent and personalized customer journey. In-store, sales associates use digital tools to access customer history and preferences, allowing them to make personalized recommendations on the spot​.
Omnichannel in Action: “Oh, What Fun!” Campaign
Nordstrom’s omnichannel strategy is also manifesting in high-profile marketing and experience campaigns in 2025, illustrating how the integration of digital, mobile, store and loyalty can be brought to life at scale.
One recent initiative is the “Oh, What Fun!” campaign, launched for the 2025 holiday season. This effort showcases how Nordstrom is using storytelling, experiential in-store activations and digital tools to deepen omnichannel engagement.
The campaign creative features the retailer’s “Gift Expert” in a series of satirical videos combining physical store visits with online and mobile touchpoints, highlighting the idea of “the perfect gift” across channels.
In-store, Nordstrom designed dedicated gifting zones, wrapped experiential events (over 1,500 nationwide) and leveraged AI-based recommendation tools (“Gift Expert in Training”) to surface relevant products via digital platforms. Online and in the Nordstrom app, the campaign was supported by a 100-page holiday catalogue, 110,000+ listings, personalization layers and seamless omnichannel service features.
Nordstrom’s “Oh, What Fun!” campaign orchestrates how to combine store operations, mobile apps and loyalty programs into a unified marketing experience platform.
Using Omnichannel to Increase Satisfaction, Loyalty and Sales
Nordstrom’s omnichannel strategy continues to drive meaningful business outcomes and elevated customer sentiment. In Q3 2024, Nordstrom’s digital sales grew by 6.4%, with digital representing approximately 34% of total sales. Meanwhile, the company reported that customer-health metrics improved: customer trip counts and average order per trip rose across both its full-price and off-price banners.
By creating an integrated experience that prioritizes customer preferences, Nordstrom has achieved high rankings on personalization indices and increased customer engagement. The app’s real-time inventory and convenient return options further encourage repeat purchases, ultimately leading to higher CLV.
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