Nordstrom Techs Up Customer Service
Nordstrom is adding another piece of technology to its retail arsenal. The 137-unit retailer is trying out a new software tool that notifies sales associates and managers on the selling floor about customer preferences, buying styles and other particulars aimed at enhancing service.
Nordstrom has enlisted San Mateo, Calif.- based Blue Martini’s “Clienteling” program, which via point-of-purchase devices communicates with salespeople on when an order is in, what brands and styles certain customers prefer and other scenarios.
Traditionally, Nordstrom sales associates use pen and paper to track information including designer preferences, the date of a customer’s last visit, contact preferences and sizes. When shipments filter into stores, sales associates generally contact customers through notes and memory. The Blue Martini program will update and automate this process by alerting Nordstrom salespeople when customer preferences match events such as new merchandise arrivals, in-store promotions and alterations completion, explained Blue Martini chief executive officer Monte Zweben.
“Until recently, CRM [customer relationship management] applications have been ineffective for retailers because they did not address the No. 1 interaction channel—the physical store,” said Zweben.
Added Jan Walsh, vice president, business information and technology, for Nordstrom, “Providing these efficient tools to our salespeople will allow them the capability to enhance the service they work hard to deliver to our customers.” —Robert McAllister
