Nordstrom removes BOPIS silos between banners

Nordstrom is turning its Nordstrom Rack off-price stores into one-stop online order pickup locations for all of its banners.

The luxury retailer is introducing online order pickup at U.S. Nordstrom Rack stores for Nordstrom.com, NordstromRack.com and HauteLook.com orders. Nordstrom is also enabling all Nordstrom Rack stores to fulfill online orders for customers. 

Later in 2020, customers will be able to pick up U.S. NordstromRack.com and HauteLook.com orders at Nordstrom stores and Nordstrom Local service hubs. In January, the retailer started piloting robotic sorting technology from Tompkins Robotics and Attabotics for the purpose of connecting inventory across its stores and facilities within a market.

"Our market strategy is how we provide customers with greater merchandise selection and faster delivery while increasing convenience through our services. Our Nordstrom Rack business plays a critical role within how we stay closer to our customers," said Erik Nordstrom, CEO of Nordstrom. "The addition of these services and fulfillment options within our Nordstrom Rack stores enables us to further engage and serve customers on their terms."

"We are excited to expand these services and fulfillment options to our Nordstrom Rack stores," said Geevy Thomas, president of Nordstrom Rack. "Our hope is that through the addition of these offerings we will provide customers even greater access to our breadth of inventory and a more convenient and seamless shopping experience however they choose to shop with us."  

Founded in 1901 as a shoe store in Seattle, today Nordstrom operates 355 stores in 40 states, including 100 full-line stores in the U.S. and Canada; 248 Nordstrom Rack stores; two clearance stores; and five Nordstrom Local service hubs.