Nordstrom, Inc. is targeting online shoppers with a broadband channel that couples shopping with entertainment.
The site, Nordstromsilverscreen.com, combines branded entertainment and promotion with shopping capabilities, part of Nordstrom’s multi-channel business strategy to give customers a seamless experience across all sales channels.
Site visitors see Nordstrom apparel in music videos, then click through to Nordstrom.com to order clothes and accessories they like. A Nov. 7 e-mail invited Nordstrom customers to watch a video remix of The Go-Go’s 80s hit, Our Lips Are Sealed, with new footage showing women in Nordstrom clothes mixed with the original footage of the band.
A “mixing room” on the site lets shoppers create personalized remixes by changing clothes on a mannequin.
Shoppers who download the site’s media player will get new content each month, via broadband, starting with another 80’s remix in December.
Seattle-based Nordstrom supports the launch with wild postings in New York and Los Angeles, an insert in Entertainment Weekly, online banners and ads in newspaper entertainment sections and alternative weeklies. Fallon, Minneapolis, handles; broadband tech firm Maven Networks, Cambridge, MA, runs the site.
“Our most committed customers have a dynamic cross-channel relationship with Nordstrom,” said Nordstrom executive VP-Marketing Linda Finn in a statement. “Nordstrom Silverscreen is a new way to connect with our customers in a highly competitive and saturated retail advertising landscape. We think this will give customers a unique fashion experience and introduce more customers to the selection of merchandise we have online.”
Meanwhile, consumers have ranked Nordstrom tops in customer service. A National Retail Federation poll of 8,600 consumers ranked Nordstrom No. 1 for retail customer service, followed by (in order): Coldwater Creek, Marshall Field’s, Kohl’s, Boscov’s, Recreational Equipment, Inc. (REI), JCPenney, Lane Bryant, Best Buy and Eddie Bauer.
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