How In-Store Returns Support Nordstrom's Omnichannel Strategy

Posted by GPShopper Press Coverage on Jul 9, 2015 2:23:00 PM
GPShopper Press Coverage

Article from GeoMarketing.com
Written by David Kaplan

For retailers, the first step toward instituting a true omnichannel strategy is to realize that online and offline sales should not be pitted against each other.

Nordstrom’s decision to permit in-store returns
 of online purchases is an important step that recognizes that people want a brand’s service whenever and wherever they want it. This particular move also has the added advantage of getting people into the stores, where the tactile quality of products on shelves and racks tends to spur more sales.

nordstrom-logo

“Well over 60 percent of our Nordstrom.com returns end up at our full-line stores, and well over 70 percent HauteLook and Nordstrom Rack returns end up at our Rack stores,” Nordstrom co-president Erik Nordstrom said during the department store’s Q4 2014 earnings call back in February. Those in-store returns led to an additional 1 million store visits last year.

As has been noted many times before, most consumer purchases —roughly 94 percent — occur in-store. And even more conservative measures still have physical retail dwarfing e-commerce, as eMarketer pegs 15 percent of all sales to online.

Read the entire article here.

Topics: Press, Omnichannel Retail