US fashion giant Nordstrom has highlighted many of their channels by incorporating a variety of

marketing strategies, such as direct mailings, physical product catalogues, social media content
production and mobile app campaigns, amongst others. This directly contributed to a 45.8%
increase in online sales 2014/2015, and helped the company reach No.19 in the Internet Retailer
Top 500 Guide (2015). Many of these US multichannel giants, including Nordstrom, have
capitalised on current marketing trends by expanding their online and social marketing efforts,
yet haven’t neglected to continue marketing their brand through more traditional avenues as well.
In short, you’ll find that there

While print advertising and newspaper circulars have recently been on the decline, for retailers
that market to diverse audiences, these avenues can still influence customers to visit both
physical and online stores and ultimately lead to purchases. By continuing to produce product
catalogues and deliver newspaper circulars, Nordstrom has ensured not to alienate their existing
customers that prefer to shop using those channels.

To differentiate your approach to multichannel marketing, you should consider the needs of your
customers on each channel and how your brand should be aligning your messaging to meet the
needs of both your customers and marketing goals.

is a lot for European eTailers to learn from their American counterparts.

The 116-year-old department store chain has spent decades perfecting its reputation as the customer-
service destination, the place where top-notch store associates are willing to cater to a shopper's every
need. And in recent months, as competitors close stores and watch sales sputter, Seattle-based
Nordstrom has introduced even more strategies designed to entice shoppers, millennials in particular, to
spend at its 345 full-price and discount locations. Such initiatives include themed pop-up shops, shop-in-
shops featuring up-and-coming fashion designers, and Nike concept shops, which debuted in three
stores this past fall.

"The outlet business gives Nordstrom exposure to young customers who are seeking a deal and
otherwise wouldn't be shopping there," he said. "The company believes that the younger
customer will migrate into the full-line stores as they grow older."

While Lewis believes there is a risk of the outlet business diluting the brand's image, he says that
brands like Nordstrom that offer a variety of brands are less at-risk than name brands like
Michael Kors.

"They have a breadth of brands, so having outlets might not tarnish the nameplate," he said.