Nordstrom Mens Store NYC

I'm Glenn Taylor, the senior editor of Retail Touch Points, and I'm here at the first ever Nordstrom Men'store. I'm here speaking with Shay Jensen, who is the senior vice president of customer experience at Nordstrom, about some of the goings on within the store, as well as some of the omni-channel initiatives the company is pursuing. Come along with me into the store. And I'm here with Shay Jensen, who is the senior vice president of customer experience at Nordstrom. We're here to talk a little bit about the Nordstrom store here in New York City, the first ever Men'store. So thank you so much for coming along. Sure, glad to be here. As far as the target audience, as a Men'store, clearly you're looking to provide something that you might not even have compared to most of your other department stores. What do you feel is the difference between working with a clientele here as opposed to most of your other department stores? Well, we know that Manhattanites value speed and convenience above all else, perhaps more than in any other market. And so we're excited about the service offering that we're bringing to New York. For example, we offer buy online pickup and store, but in New York, customers can choose to pick up their online orders 24 hours a day. We also offer, through the Nordstrom mobile app, for our Nordy Club members, that's our loyalty program, the opportunity to reserve and try. So customers can reserve any item they see available for reserve and try at this store on Nordstrom. com and choose to try it on in store. And we also offer express returns. New York happens to be our largest digital market, which means customers spend a lot at Nordstrom. com. And with that, we know everything doesn't always work out. So we offer express returns at main entrances at the store, making it easy for customers to return their online purchases. Gotcha. And as far as customization, since I know that is a big part of the store experience here, you have the suit fitting technology, you have gene tailoring technology. Really, how do you guys onboard these technologies and what are you trying to provide there as cons Yeah, I think our vantage point on the role of technology in the experience is really that it should help support a great experience for customers. So things And so we think, again, technology really plays an important role in enhancing the experience, but it may not be the experience. And of course, in any store experience now, there's a lot of mobile integration. Most cons Really, what do you feel Well we know that mobile is a big part of our customers' lives. It's not often that they're far from their mobile device. And so we really see that mobile helps bridge the gap between the digital and the physical. Experiences And after a customer reserves something online as they approach the store, because of location and technologies, we're able to send them a personalized notification telling them exactly where to go to find their items. And as far as some of those online channel initiatives you've had going on, obviously you have reserve, try on, and store, you have same-day delivery. How do you go about really bringing this to scale, especially in a city How far does this all extend, especially for delivery? Well I think we're focused on, our winning strategy in terms of serving customers is really focused on winning in the local markets where our customers live and work. And across our top markets, we're looking to bridge experiences across digital and physical by really leveraging three of our core assets, our people, our product, so our fashion, what we hope to sell to our customers, and our stores, our physical assets. This year we've been hard at work in Los Angeles, one of our other big markets, testing and learning, and bringing to life experiences with our customers there in preparation to bring many of them to New York. It's interesting you say that because I feel Where do you feel Yeah, I think at many of our touch points here, be it product or services, speaking specifically for services, one great example is our new ship to store capability where customers can shop our full selection at Nordstrom. com and choose any store in the fleet to pick it up. Now what we've learned here in New York at this men'store is that a lot of our women customers are choosing to pick up their packages here in this store. And what that tells us is that our customers value a convenient location to pick up their online order. Do you foresee any expansion for more men'stores or even different store formats now going ahead after putting this together? Well, I think Manhattan is a unique location and as we think about our physical footprint, we want to make sure that we're present in markets where our customers live and work and of course shop for fashion. Right now this is our only men'store and we're learning a lot. Excellent. Well, yeah, on that note, I mean definitely hearing a lot about these great initiatives and it's awesome to really see you guys be able to extend what you do not only to the store itself but to the cons So on that note, thank you so much, Che, for taking the time. Yeah, thank you. Yeah, and for Touchpoint TV, I am Glenn Taylor. So