To expand and freshen the range of products available to its customers, Nordstrom is launching its own marketplace online as it upgrades its digital operation.
Marketplace customers will get personalized recommendations and thoughtful curation to make it easier to shop for their favorite brands and discover new ones, Nordstrom indicated. The company added that brand partners will be able to showcase the full expression of their brands to shoppers on its website.
In announcing the marketplace rollout, Miguel Almeida, Nordstrom president of digital and customer experience, pointed out that the unowned inventory model that is the basis of marketplace operations gives it a chance to effectively establish a more comprehensive assortment, including additional newness in the key categories and with key labels.
Nordstrom will select marketplace partners based on the relevance they have and inspiration they might provide customers, he said. Brands that will join Nordstrom marketplace this year include AdoreMe, Alala, Ana Luisa, Cynthia Rowley, Derek Lam 10 Crosby, Deux Par Deux, Dia & Co, Dippin’ Daisy’s, DXL, La DoubleJ, Maison de Sabre, Mulberry, Natori and Onia, Tracksmith.
While adding marketplace operations, Nordstrom is creating a more personalized digital experience that makes it easy for customers to navigate the growing online assortment and discover relevant brands and products, Almeida pointed out. The retailer, as part of its evolving approach to the consumer, has enhanced the search feature to enable seamless navigation, surface relevant product and brand recommendations based on past customer engagement, and deliver inspirational trend and styling content.
