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Nordstrom’s app lets shoppers ‘reserve online, try on in-store’


An upscale department store retailer has a new way to bridge the gap between its online and offline shopping experiences.

Nordstrom is rolling out its Reserve Online & Try In-store service to approximately 40 stores across the country. As the program’s name implies, the service allows customers to select items online and try them on in person at their nearest Nordstrom store.

While browsing merchandise through the Nordstrom mobile app, customers can select the "Reserve Online & Try In Store" option which appears on product detail pages. Customers receive a text notification when their items have been found at their nearest store, and are ready to try on. They will receive another text when they get to the store, directing them to a dedicated dressing room that features their name and chosen items.

The service is available at select stores across California, Colorado, Georgia, Illinois, Maryland, New Jersey, New York, Oregon, Texas, Virginia and Washington. These stores join six Washington state locations where the program was piloted last fall. During the pilot, 80% of shoppers who tried the service have continued to use it multiple times. Nordstrom plans to continue expanding the service to more stores over the next year, the company said.

"We're thrilled to expand our Reserve Online & Try In Store service to provide a better experience for customers shopping with Nordstrom — whether that's online, in-store or a combination of both," said Shea Jen-sen, senior VP of customer experience at Nordstrom. "Many of our cus-tomers like to feel and try on clothes and shoes before they purchase them, and we're excited to offer them a more convenient way to do so."

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