How to Succeed by Selling Just One Shoe

How to Succeed by Selling Just One Shoe

Nordstrom: How to Succeed By Selling Just One Shoe
Ellen Korchnak
Marketing 100 November 26, 2011
Professor Roy Mesich

Abstract
Nordstrom’s is an upscale retailer famous for its customer service; they go far beyond other retailers.   Nordstrom’s has come a long way since its humble beginning as a shoe retailer in the early part of the 20th century, now with the 4th generation at the helm, it has positioned itself for the future with its customer-centric focus and rich history of entrepreneurial spirit. This report will focus on their marketing mix, level of service and challenges they face in the current retail climate.
Nordstrom: How to Succeed By Selling Just One Shoe

Nordstrom’s where they fit in the retailing mix

Nordstrom’s is an upscale retailer following in the same category as Dillard’s and Macy’s a specialty store.   Specialty stores carry a deeper but narrower assortment of specialty merchandise compared to a department store.   They have more knowledgeable sales clerks and offer more attentive customer service.   These retailers share a passion for outstanding customer service, upscale merchandise and outstanding store image. They all maintain a competitive pricing structure to stay competitive in this category. I think the upscale merchandise and outstanding customer service determine its profitability.

Nordstrom’s level of service on the continuum

Nordstrom’s level of service can be regarded as high full service off the scale of the continuum for full service. The examples of “Greed of Love” selling one shoe and the generous exchange policy is their key to customer loyalty.   A store on the opposite end of the continuum would be Wal-Mart their scale of operation and the large network, makes their goods ubiquitous and loose distinctiveness which is the element the customers at Nordstrom’s desire.

The six components of Nordstrom’s retailing mix

Nordstrom’s retailing mix starts with personal, offering outstanding customer service...

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