Almeida reflected on the inflection point that Nordstrom and many other companies are experiencing, noting that basic capabilities such as a comprehensive online catalog and fulfillment have already been achieved and that a focus on transactional excellence is now in place. He says that he is moving away from this. Almeida describes its ambition as creating “the Spotify of fashion…that brings the thrill of discovery and allows customers to navigate and immerse themselves in the brands we carry.” This also means providing new digital touchpoints for customers to connect with their stylists. and advisors to support that discovery.
That said, Nordstrom's wishlist already includes technology, such as replicating AI-infused stylists through digital touchpoints. Augmented reality is another tool brands are looking to leverage to enrich the discovery experience and improve shoppers' pre-purchase confidence by increasing the accuracy of on-screen product representations. .
Reflecting on the role of mobile technology, he said: “What we can differentiate is that for customers who use our app and shop with us more often, they will see content and opportunities to buy directly from us, but we also , there is certainly a valuable element of connecting digital and physical experiences.'' He gives the example of using apps to improve store navigation and connect customers with in-store services.
Almeida talks about the importance of Nordstrom's anniversary, which is typically celebrated in the summer, in anticipation of a key revitalization moment. This is peak sales time for Nordstrom, offering loyal customers discounts on new, fresh products that will be part of their fall collection. This period is the day with the highest amount of transactions per second and the highest online demand, surpassing even Black Friday and Cyber Monday.
As we head into the second half of the 2010s, Almeida believes we are entering an “era of unprecedented technological innovation.” It's probably bigger than when the iPhone was released. However, this requires caution. “Are we entering a world where everything is driven by AI and we just talk to machines? I don’t see a future where retailers and brands are most successful. How do we think about it as “augmented intelligence” rather than as “augmented intelligence” and how do we add human movement to that and combine those two aspects into something that feels very special and unique as we move forward? What is important is whether it is good. ”
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