Nordstrom purchased Trunk Club years ago and dismantled their Brand owned spaces which I felt was a mistake as it gutted a core part of what created a unique storytelling and consumer engagement mechanism. Interesting to see this move and to watch if they truly maintain a cohesive experience. Feels a bit more like Nordstrom is turning into a version of a mall.
I think the agenda is spot on, but it really depends on how it supports its vendors through a true partner approach that highlights profitability. The DTC market is not going to disappear and brands, designers are now keenly aware of what they are not making in profitability at the sacrifice of what was once the big promise of being carried by a department store.
The facts are that this needs a customer strategy that should include micro-fulfillment center experiences. BOPIS with fitting rooms which deliver real time data and exchange on-site capabilities alongside with customer service tactics that leverage the best of immersive consumer experience marketing. Incentivize them to pick up/try on and share feedback that is integrated in real time with e-comm.
Welcome to the age of Chief Digital Identity Officer which is the partner of or evolution of the Chief Digital Officer. Technology is now a core part of determining how manufacturing and sourcing translates to sustainability practices. Likewise, technology is now interwoven with digital threads that can be sewn into fabrics which creates a new world of personalized consumer experiences.
Yes. Consumers are more in tune and interested in what and how every product is sourced, transported and produced. The pandemic has heightened the industry of wellness and sustainability. For consumers, locally sourced foods is especially important to sustainability in terms of environment and cost. The direct-consumer and direct-producer is part of the cultural shift in experiences across retail and thus, impacts this sector.
We will see a trend to offset the expectation of free delivery through the blooming age of micro-fulfillment centers. Free shipping will return to an incentive vs. expected for marketplace brands and retailers as shipping rates increase with logistic challenges continuing.
It's a clever move for Allure. However digital and consumer experience programs have already been done by Sephora, Ulta, etc. How will this truly be different and special? I see the advertising and revenue play here.