Nordstrom Rack Listened

ORIGINALLY POSTED ON FORBES AUGUST 30, 2012 | READ THE ORIGINAL POST

I am a shopper. I used to own a styling and personal shopping business and it is something that gets me excited. The reason I originally started my small company was because I learned (to my disbelief) that there are people out there that do not have the same passion for finding fabulous outfits at great prices. One of the things that I heard from clients that they loathed most was the hunting followed by lines at many of the discount retailers. Well, I was extremely excited to learn that one of my favorite retailers paid close attention to what customers were asking for and made some very impactful changes.

Nordstrom Rack, a discounted sister store to the larger Nordstrom Department store, is where last season’s fashions can be found by the bargain shopper who is willing to hunt. The Nordstrom brand has done an amazing job over the years of creating a customer friendly experience in their department stores but has left the Nordstrom Rack customers with much to desire. I know many people who would refuse to shop at Nordstrom Rack because of the crazy long lines at the check out. Well, finally – Nordstrom listened. “We’re focused on using technology to deliver the best possible experience we can. We know our customers value fast and convenient service and we want our Rack stores to have the tools and capabilities like mobile check-out devices to take care of the customer on their terms.” Kendall Ault, spokesperson for Nordstrom Rack.

Recently Nordstrom Rack retail stores implemented a mobile check-out system. I was delighted when I heard the announcement over their PA of the change. The announcement went “something” like this: “Hey Jody, look for a representative in a green shirt in order to have them help you check out… whenever you are ready. We don’t think you should have to wait in long lines.”

Thank you Nordstrom Rack for listening to your customers and making the customer experience so much better. I think this is a valuable lesson for all business owners and operators, if you don’t know what your customers want, ask and listen to all of the good with the bad in order to create an amazing experience that will keep them coming back time and again.