This week, Nordstrom has revealed its holiday shopping strategy for the season, “Wonder All the Way,” beginning with a refreshed mobile app. The move aims to bring the richness of in-store shopping to the digital experience, bringing in aspects like gift finding and style help and two-day shipping for most markets.
In-store activations will include Santa visits and beauty events where customers can receive complimentary tutorials and services. Later this month, the retailer will unveil an immersive installation at its NYC flagship called The Blizz on 57th Street. The festive takeover will transform the store to both a shopping destination and a visual spectacle.
Nordstrom’s New and Refreshed Mobile App
The app redesign features a new look and feel on the homepage, designed to make shopping feel more personal. It aims to inspire customers with the latest fashion and beauty trends. Interactive trend reports blend the expertise of Nordstrom’s stylists with generative AI.
Users interact with the Style Swipes feature, which makes product recommendations based on their habits and preferences. Then, they can find approachable styling videos. Plus, improved search capabilities make it easier for consumers to find what they’re looking for by describing it in their own words like, “cozy red sweater,” or, “sparkly party dress.” The app also encourages customers to join and track benefits with the retailer’s loyalty rewards program, Nordy Club.
In-store Activations
Along with the digital improvements, the retailer is delivering festive in-person events across its locations. Think letters to Santa, magical breakfasts, Holiday Glam Up Days, the one-day-only Beauty Bash, and more. The Blizz on 57th Street will feature a cast of larger-than-life inflatable characters voiced by the legendary filmmaker and actor John Waters and the unmistakable voice of actress Fran Drescher.
