Nordstrom adds augmented reality functionality to consumer app

Dan Berthiaume
Senior Editor, Technology
Nordstrom AR
Nordstrom is AR-enabling its shopping app.

Mobile Nordstrom shoppers can now have a much more lifelike experience on the upscale department store retailer’s app.

Customers can now view more than 300 different men's, women's and kid's shoes in 3D or augmented reality (AR) on the Nordstrom app. This feature enables shoppers to see the product up close in high resolution, without physically having the item in front of them.

The new AR feature also allows customers to zoom in and out of every angle or place the product in their own space to get a sense for how it would fit with their existing wardrobe. 

To use the Nordstrom app’s new capabilities, customers can open the app, pick a shoe style, and click on "View in 360°." This view will allow them to get a three-dimensional, detailed view of the product. To view the shoe in augmented reality, customers need to tap on the "AR" button at the top of the screen.

“Our hope is that with this new feature, customers will have greater confidence in their online purchases as they are better able to evaluate a product, which reduces the hassle of needing to return an item that's not right for them,” Nordstrom said in a corporate blog post. This is one way we are creating an engaging and immersive experience for customers on our app today.”

This feature is now available to all Nordstrom app users on iOS. The company says it will listen to our customers for ideas on possible future mobile and digital offerings.

Nordstrom takes top omnichannel honors
Nordstrom recently received the number one ranking in NewStore’s 2022 Omnichannel Leadership Report. DSW, Louis Vuitton, Bergdorf Goodman, and Fabletics took the rest of the top five spots.

The five retailers are at the forefront of omnichannel, according to NewStore. The annual research initiative looks at the omnichannel competence of 250 luxury, premium and lifestyle brands.  

Conducted via mystery shopping, NewStore audited each brand’s website, mobile application, call center, and in-store experience. Every retailer was then assigned an overall rank and score as well as scores across the four research categories: digital engagement, omnichannel convenience, customer experience, and associate enablement.

“This year's omnichannel leaders have shown they understand that the customer experience is not only the biggest competitive advantage, but also today’s most important barometer of success,” said Stephan Schambach, founder and CEO, NewStore. This is reflected in the technology investments they have made and continue to make. Going forward they will serve as the benchmark for the rest of the industry."

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