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Nordstrom tries on new look

As retailers consider how to best use physical spaces in a digital world, Nordstrom is going “local,” debuting a small-format concept that has no dedicated inventory. Instead, it combines personal services with personal styling.

Set to open at press time, Nordstrom Local is located in West Hollywood, Calif., and has a 3,000-sq.-ft. footprint. The services include on-site tailoring (for garments purchased at Nordstrom, as well as at other retailers), easy returns (for goods purchased at Nordstrom and its Trunk Club subsidiary), a manicure bar, and a buy online, pick up in store service — with items ordered before 2 p.m. available for pick-up on the same day. Same-day delivery to the customer’s home is available for completed alterations or purchases (if ordered by 2 p.m.).

In addition, customers can consult with “personal stylists,” making an appointment online, over the phone or in person to take advantage of the free service. Along with giving styling advice, the associates can, at the customer’s request, transfer merchandise from Nordstrom stores (or its website) to Nordstrom Local for try on. Eight dressing rooms surround a central meeting space where customers can relax, chat with stylists or enjoy a glass of wine or other refreshments from an on-site beverage bar.

“We know there are more and more demands on a customer’s time, and we wanted to offer our best services in a convenient location to meet their shopping needs,” said Nordstrom senior VP of customer experience Shea Jensen, who led the Nordstrom Local initiative. “Finding new ways to engage with customers on their terms is more important to us now than ever.”
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