Nordstrom unveiled a refreshed shopping app this month with more editorial content aided by generative artificial intelligence, better search results, better personalization and a more prominent focus on its loyalty program.
The department store’s app has a new look and feel that aims to be more vibrant, provide better inspiration and make online shopping feel more personal, according to Nordstrom’s press release announcement.
Nordstrom now displays a “Discover the Trend” section where the app surfaces content about trends and styling tips. Nordstrom derives this content from stylists and generative AI.
“Users can interact with the Style Swipes feature which makes product recommendations based on their habits and preferences,” according to the release.
Nordstrom said it enhanced its search capabilities and it will be able to find results faster. In the search box, consumers can include a size, color, price or material to help surface better results.
“The more customers interact with the Nordstrom app, the better the app will get to know them through enhanced learning features, making for better and more personalized recommendations,” according to the press release.
Shoppers also can see their loyalty program points on the app homepage and track their rewards in real time.
Nordstrom’s holiday season updates
For the holiday season, Nordstrom has a Holiday gift hub for shoppers which provides collections of products for different personas, such as “Wonderful Gifts for Him,” “Luxe Gift Guide” and “Gift Guide Under $100.”
The 2024 holiday season will be the first year shoppers have access to Nordstrom’s marketplace, which it launched in Q2 2024. The marketplace expands the department store’s assortment with 300 new brands on the platform.
Nordstrom stores will host several events throughout the holiday season including Letters to Santa, magical breakfasts, Holiday Glam Up Days and a Beauty Bash.
It also is offering an extended return policy for products purchased from Oct. 7-Dec. 24. Products purchased in this window can be returned through January 15, or 30 days after in-store purchase, or 40 days after online purchase — whichever is later.
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