Nordstrom
Where Customers Just Expect More

Nordstrom’s fabled customer service has set the bar pretty high for customer expectations. And if cash-carrying customers’ expectations are lofty, imagine what Nordstrom’s proprietary cardholders expect. So when they asked us to create a statement-inserted newsletter as an exclusive cardholder benefit, we knew we’d have to deliver something beyond compare.

	Program Launch and Implementation Contact Strategies Program Management Creative Services Production Management Communications Tools

Before we could begin to consider content and design, we knew we’d have to dig into the psyche of this audience. Not only were they treated like privileged patrons — they expected that exalted status. There was a prevailing sense of superiority, and it seemed apropos to indulge that sensibility. This predominantly female audience was fashion forward and wanted an edge over fellow fashionistas. So we catered to them by presenting an insider’s look at Nordstrom and the fashion industry.

Delivering information available only to Nordstrom cardholders, In Touch with Nordstrom, a four-panel full-color showpiece, flaunted the latest fashion trends and forecasts, presented exclusive merchant and designer interviews, previewed and reviewed collections, and served up wardrobing advice from Nordstrom’s buyers. A recurring section, Fashion Q&A, provided a feedback opportunity, inviting readers to seek information and advice on anything from clothing to cosmetics, etiquette to entertaining. And in addition to reminding them of their Nordstrom card benefits, customers were also reminded of their special status at every opportunity to further enhance that feeling of exclusivity.

How’d we do?

Sorry, we can’t divulge specific program results. We’re not even allowed to hint at them. After all, Nordstrom didn’t rise to the top by sharing all of its strategies.