The retail environment has become a slippery slope on the Web for many well-known brand merchandisers. However, Nordstrom, the Seattle retail clothing chain, has carved out a unique position on the Web during the past two years by taking a measured, almost methodical approach that reflects its commitment to strong customer service.
The ongoing Web effort has been spearheaded by Dan Nordstrom, the highly enthusiastic 38-year-old great-grandson of company founder John W. Nordstrom, who serves as CEO of Nordstrom.com.
Two years ago, the site began as a fairly simple online catalog. As the technology improved, Dan Nordstrom explains, "we expanded to the world's largest shoe store," with an estimated 25 million shoes available for online purchase.
During the next two years, Nordstrom intends to implement a much broader Web vision.
"We are trying increasingly to align the Internet offering with what is in the stores, our vendor warehouses and our direct-fulfillment warehouse so, over time, the Internet offering is the broadest, most comprehensive selection of any of our channels," Nordstrom says. "It will take 18 to 24 months to be realized fully."
How's he doing with his online efforts so far? Nordstrom.com is seeing a 600 percent increase year- over-year in volume, with the site generating $500,000 in revenue on a good day. But the real future, according to Nordstrom, is the move beyond technology toward customer service.
Dan Nordstrom: age 38
Years at company: 25
Education: Bachelor's, Economics; M.B.A., University of Washington
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