Chapter 15: Case Study – Nordstrom
1.Nordstrom is a department store retailer, carrying household goods, electronics, apparel, cosmetics & sometimes furniture. Each department has their own area of checkout & the few other department stores include Macy’s, JCPenney, Sears, & Dillard’s. All these department stores carry the same type of products, but from different manufacturers. 2.Nordstrom would be considered a full service store because their employees can be persuasive in purchases & assist the customer from the time they walk in to the store, until the time they walk out without being asked for help. A store that is more on the self-service end of the continuum, would be a discount retailer, such as Wal-Mart, because they offer little to no customer service unless asked for by the customer during their visit. 3.The most important component of Nordstrom’s retailing mix would be the personnel. Nordstrom has always made sure to build a relationship with their customers, insuring they will come back for future purchases & make the customer feel important while shopping in their stores. 4.Nordstrom has faced challenges such as price increases, because they do not do very much promotional advertising, offering their products at a higher price than most of their department stores competitors. Nordstrom’s competition has had an exceedingly strong change. They offer promotions such as discounts, one-day sales, & even layaway in some of the department stores. However, Nordstrom’s company president states in the article that they want their consumers to “feel they are treating themselves”, so even though they do not attract more customers with promotional advertising, they do maintain their loyal customers & the quality of products sold in the store will keep them coming back.