Nordstrom highlighted on it's 1Q 2024 financial results that its loyalty members have responded positively to on-site events, increasing visits to the store and enhancing brand perception.
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GLOAs retailers seek to boost sales among their most loyal customers, Nordstrom has found that enhancing its digital loyalty program with in-person events is driving increased engagement.
During a Thursday (May 30) call with analysts discussing the company’s first quarter fiscal 2024 financial results, the luxury department store highlighted that its loyalty members have responded positively to on-site events, increasing visits to the store and enhancing brand perception.
“Our Nordy Club loyalty program events and offerings have been well received by customers,” said CEO Erik Nordstrom. “In the first quarter, sales to Nordy Club members grew across both banners, with loyalty sales comprising nearly 70 percent of our total sales.”
President Pete Nordstrom noted that in-store events, such as those tied to the “Make Room for Shoes” campaign and various beauty activations like “happy hour beauty parties” and “fragrance week,” have been particularly effective. He emphasized that these events’ personalized nature has boosted shoppers’ enthusiasm for the brand.
These initiatives underscore a trend where consumers increasingly value experiential shopping. While online shopping offers convenience, many shoppers still crave the tactile and interactive experiences available only in physical stores.
“[Events are] a consistent way of how we approach the business, encouraging and empowering store-level staff to create new reasons for customers to visit,” Pete Nordstrom stated.
The high level of engagement in the loyalty program highlights a broader trend of consumers valuing personalized shopping experiences and exclusive benefits.
Nordstrom’s digital sales also showed sequential improvement for the fourth consecutive quarter, making up 34% of total sales.
The retailer’s efforts to enhance its digital platform—improving search and discovery, speeding up shipping, and launching a digital marketplace—reflect its response to the evolving demand for omnichannel options. The digital marketplace, in particular, provides a wider variety of products and brands, catering to consumers’ desire for choice and convenience.
According to the PYMNTS Intelligence study “2024 Global Digital Shopping Index: U.S. Edition,” in collaboration with Visa Acceptance Solutions, 56% of consumers engage digitally at some point in their shopping journey, whether through online shopping, eCommerce purchases for in-store pickup, or using digital tools to assist with in-store shopping.
Nordstrom’s net sales grew by over 5% year-over-year, with Nordstrom Rack showing double-digit growth.
The main Nordstrom stores also performed well, reflecting the company’s effective customer strategy and inventory management. Nordstrom Rack saw a significant 14% increase in net sales and an 8% rise in comparable sales, driven by strategic merchandise investments and strong customer response.
With these growth metrics, the Rack segment remains a key driver. The company plans to open 22 new Rack stores this year, nine of which have already begun operations.
“Our new stores are performing well due to improved planning with better data and insights, and a team dedicated to new store openings,” Erik Nordstrom said. “New Rack stores continue to be a growth driver and a solid investment for us, delivering returns well above their cost of capital within a relatively short payback period.”
Source: Nordstrom
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