Nordstrom Adds High-End Rewards to its Loyalty Program
Nordstrom is upgrading its loyalty program in an effort to boost spending among existing customers and increase market share.
The new program, called Nordstrom Fashion Rewards, offers additional benefits to the current point-based system based on customers’ spending.
The update to the program came after Nordstrom conducted extensive customer research. The studies included peer and focus groups, as well as a survey, the retailer said.
“We tried to stay as close to our customers as possible in our research and found that they are interested in rewards that are tangible and available to them now, such as complimentary shipping and alterations,” said Kevin Knight, president of Nordstrom Credit, Inc., in a statement.
Current Nordstrom cardholders will be automatically enrolled in the new program. Levels are based on annual spending on any Nordstrom credit or debit card at any Nordstrom store, including the Nordstrom Rack, and online at NordstromBank.com.
In the current rewards program, customers earn points on purchases made with a Nordstrom card and receive Nordstrom Notes certificates to use toward the purchase of merchandise or services at any Nordstrom store or Nordstrom Rack.
Under the enhanced program, which launched April 23, a new feature includes rewards such as complimentary in-store services and access to red carpet events. Others include complimentary standard shipping and alterations, invitations to private shopping events, Nordstrom On Call-a 24-hour fashion emergency hotline, access to purchase exclusive apparel and accessories, tickets to Nordstrom fashion shows and the opportunity to pre-select merchandise for the retailer’s biggest sale of the year: the Anniversary Sale. Three new levels of cumulative benefits will be offered to customers who qualify.
Top tier customers will have the ability to design private shopping parties and to purchase Nordstrom shopping packages such as trips to store openings, holiday shopping in cities like Chicago and San Francisco, and Nordstrom spa-and-shop getaways. Customers will also have the opportunity to purchase packages for red carpet events, which will include travel and accommodation arrangements, as well as a personal wardrobe stylist to help prepare for the occasion.
