Nordstrom Goes Local

By Michelle M. Havich

In the ever-changing world of retail, brick-and-mortar stores are searching for new ways to offer customers more convenience and service. Luxury retailer Nordstrom is no exception. The Seattle-based company recently rolled out its first Nordstrom Local store concept—a 3,000-sq.-ft. neighborhood hub focused on better engaging with the Nordstrom customer.

The concept, located in West Hollywood, Calif., is unique in that there is no dedicated inventory in the store. Instead, Nordstrom Local offers a variety of services and experiences that are familiar to the Nordstrom customer, without the mall traffic.

Customers can make appointments with Nordstrom personal stylists to help with everything from a single purchase to creating a whole wardrobe, with desired merchandise ordered by the stylist for try-ons and purchase at Nordstrom Local. The showroom features eight flexible format dressing rooms for consultations, as well as a styling suite that customers can reserve. Personal stylists create digital Style Boards for clients with recommendations and curated looks that customers can view on their tablet or smartphone, and then purchase digitally.

Online orders can also be shipped locally to the store for pick-up on the same day (if ordered by 2 p.m.).

Nordstrom Local also offers its bespoke Trunk Club Custom, as well as on-site alteration and tailoring services. An open meeting space allows customers to wait for their alterations, meet with a stylist and indulge in a beverage as well as receive on-site manicures.

Focusing on what your brand does best—personalized service and attention—sounds like a winning formula to us.


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