Nordstrom: Focusing on a Culture of Service
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ExcerptsThe Nordstrom ExperienceAppealing Stores & Attractive DisplaysNordstrom believed in creating a memorable experience for the customers whenever they visited the store. The exteriors were fashioned in such a way that the façade matched the existing architecture of the area. Right from the time the customers entered the stores, they were made to feel special. All the stores had adequate parking facility within walking distance from the store. During the annual sale or holiday season, when the store attracted a lot of crowds, valet parking was provided. The external windows of the store had attractive displays, which were changed often.... Wide Range of ProductsNordstrom believed that one of the most important things to satisfy a customer was offering a wide range of merchandise in different sizes. It believed that if a lot of merchandise was available in the store the consumer would never walk out without buying anything. All the stores of Nordstrom stocked merchandise like shoes, apparel, cosmetics, etc. in a wide range in different sizes. For example, shoes were available from sizes 2 ½ to 14 for women and from 5 to 18 for men. The store also carried many half sizes... Customer Service and NordstromNordstrom’s management structure also supported its sales personnel and customer service initiatives. It followed a management structure that resembled an inverted pyramid. On the top layer were customers. They were followed by the sales and support people, as they were the ones who interacted with the customers. Department managers were on the next rung, with buyers, merchandise managers, store and regional managers forming the fourth layer. The bottom-most layer consisted of the executive team and the board of directors... The Right PeopleFor providing great customer service, it was necessary to have the right kind of staff. Hiring of sales personnel was decentralized, and each store could decide on the people to hire, the interview process, training interventions, etc. Nordstrom looked for people with entrepreneurial spirit to be a part of its sales team. It did not look for people with previous experience in sales...
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