Nordstrom
New Media Marketing StrategyKelsey Cocke
History• Nordstrom, Inc. is one of the nation's leading
fashion specialty retailers, with 208 U.S. stores located in 28 states
• Originally founded in 1901 as a shoe store in Seattle, Washington
• Operates 115 Full-Line Stores, 90 Nordstrom Racks, two Jeffrey boutiques and one clearance store
• Serves customers through its online presence and through its catalogs
• Publicly traded on the NYSE under the symbol JWN
Philosophy
• Focus on catering to customers' needs, individually
• Created fashion departments that fit individual lifestyles
“Offer the customer the best
possible service, selection, quality, and value.”
– John W. Nordstrom
Greatest Strength
• Nordstrom has found that providing excellent customer service is reflective of the communities that it serves
• Having a workplace that attracts and supports diversity benefits the customers and the employees
• Each employee has the opportunity to realize their potential and contribute to the success of the company
Greatest Challenge• Building a strong Online presence• Adequate online marketing tools
Goal• Enhance Mobile and Web
presence through an individualistic “Fashion Show” Theme campaign– Transform buyer personas
into real life people• The “Suri Cruise/Kingston
Rossdale Mini fashionista”• The Junior High School
bandwagon look• The High School “Best
Dressed” Award• The collegiate campus go-to
outfit• “Dressed to Impress” business
attire• Social events and Special
occasions• Self-expression accessories• Self-care Beauty Products
Key Components• Research buyer
personas to locate niche market
• Develop Public Relations campaign to incorporate company values of diversity and individuality
• Search Engine Optimization Techniques
• Create a blog to encourage customer Feedback
• Promote Online Shopping
Budget Allocation
• $100,000 for Individualistic “Fashion Show” online advertising
• $50,000 for Public Relations agency (Campaign Design)
• $100,000 for Project Tools• $50,000 for Miscellaneous
Project Fees• Project Total: $300,000
Budget
Campaign Timeline• 6-12 months, in preparation for Mid-
Summer launch and upcoming Fall season
• Campaign will be launched on July 1, 2011 for the 2011 Fall fashion line
• Fall is the Season of Fashion
Metrics of Success• Cost Per Click (CPC)• Facebook: Number
of fans and number of “Likes”
• Google AdWords• Google Analytics• Google Insights• Trackur• Twitter followers