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Brief Published: 18 Sep 2013

Nordstrom’s Super-Service Beauty Revamp


US department store Nordstrom has overhauled its beauty offering with a slew of super-service features and a dedicated blog.

Rebranded as The Beauty Spot, the department stars a team of Beauty Stylists specialising in make-up, hair, skin or nails, all of whom are trained across all in-store brands. Shoppers can book one-on-one appointments with these experts using new in-store digital kiosks.

Meanwhile, The Beauty Spot blog (a micro-site housed within the retailer’s main e-commerce site) offers tips, trends and do-it-yourself content from six prominent lifestyle bloggers, such as crafting expert Erica Domesek of P.S. I Made This, and self-taught cook Joy Wilson of Joy the Baker.

“We thought working with bloggers and other experts in their fields like a manicure artist and DJ would be a fun way to connect with customers by sharing various insiders’ perspectives and excitement for beauty,” Nordstrom spokesperson Pamela Lopez told Stylus.

In addition to the new blog and in-store kiosks, consumers can now web-chat with a staff beauty stylist through the Nordstrom site.

Nordstrom joins a growing number of brands tapping into the tremendous influence star bloggers wield, deploying them as more credible, conversational brand champions. See also Brands and Bloggers, The Social Sell (Anywhere Retailing), Best of the Blogs: Beauty, New Brand Ambassadors and Selling Beauty Online.

For more on tech-fuelled in-store beauty tools, see Shiseido Superstore: Beyond Beauty and Super Service in the Retail Sector. For additional info on how digital devices are enabling enhanced or round-the-clock service, see Out-of-Hours Shopping in Stylus’ Anywhere Retailing industry trend.