Nordstrom utilizes in-store displays and social content to grow retail media business

Nordstrom has been making waves in the retail media world by taking a different approach compared to its competitors. While many other companies focus on online strategies for targeted advertising, Nordstrom is expanding its reach by incorporating in-store partnerships into its Nordstrom Media Network. This initiative aims to not only attract online customers but also engage with those who visit its physical stores, creating a seamless and omnichannel experience for brands looking to connect with consumers.

Aaron Dunford, Nordstrom’s vice president of Nordstrom Media, highlighted the importance of enhancing the customer experience to drive performance for their brand partners. By focusing on providing customers with unique and inspiring experiences, Nordstrom sets itself apart in the crowded retail media landscape. With digital sales accounting for 36% of the company’s revenue, Nordstrom is keen on leveraging its network of over 350 stores, including both Nordstrom locations and Nordstrom Racks, to create innovative opportunities for advertisers to connect with customers.

Since the inception of the Nordstrom Media Network in 2021, over 100 brands have collaborated with Nordstrom to create engaging campaigns that blur the lines between online and offline shopping experiences. These partnerships have resulted in eye-catching in-store displays that feature a mix of brands centered around a specific theme. For instance, Nordstrom has introduced curated “Swim Shop” displays in 17 stores showcasing beachwear brands like Maaji and Beach Riot. Similarly, “Alpine Bound” displays in 18 stores have featured winter gear from brands like The North Face and Halfdays.

What sets Nordstrom’s approach apart is its emphasis on creative collaboration with brands participating in its media campaigns. Rather than offering standard plug-and-play advertising options, Nordstrom works closely with brands to co-create compelling content that resonates with customers. By telling authentic stories through engaging visual content, Nordstrom aims to forge lasting connections between brands and their target audience. This creative approach extends beyond traditional advertising channels, with content produced by Nordstrom’s stylists demonstrating double the engagement compared to standard content.

When it comes to pricing and advertising packages, Nordstrom avoids the one-size-fits-all approach that is prevalent in the retail media industry. Instead, the company focuses on designing tailored plans for each brand based on their specific goals and objectives. By taking a personalized and hands-on approach, Nordstrom aims to deliver better outcomes for its brand partners. This strategy ultimately results in more effective campaigns that drive performance and foster brand loyalty among customers.