.Nordstrom Inc.'s president of stores discusses the state of the business and what the future looks like.
Nordstrom Inc.’s business “leveled off” in mid-July as coronavirus cases spiked, and could reach a 50-50 split between store and digital sales by year-end.
“We are planning on living in this environment at least through the end of this year and probably through the spring,” Nordstrom predicted. “There seems to be this dearth of newness. We have been working with our merchandise teams to get ahead of that and have a good plan to get into fall. There is a lot of demand out there. People want something new, something that makes them feel good.”
Nordstrom has been rolling out next-day delivery in its top markets, including Los Angeles and New York. “The vast majority of what you can buy on nordstrom.com, you can get delivered the next day,” with options including picking up packages at Nordstrom, Rack, or Nordstrom Local locations. Nordstrom Inc.’s digital commerce last year represented about 35 percent of the total business. “We see it rapidly growing to more of a 50-50 business maybe by the end of this year,” said Nordstrom. The percentage would shift significantly due to loss of traffic in the stores this year from COVID-19.
He said at the full-line fleet, bars have been added and that at the 57th Street Manhattan women’s flagship, “We’ve got a bar in the middle of the shoe department. It’s been incredibly successful.” “Some of our direct competitors, Saks, Neiman’s. Net-a-porter, a lot of boutiques, there is a wide range of different retailers that do it really well, better than us and we are jealous of them. It’s our job not to complain but to get after that, I don’t think our team has ever been more motivated at getting at that digital experience. We have a long way to go on that but we are going to get better at it really fast.
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