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Nordstrom hones Snapchat technique of annual anniversary sale

2 Mins read

  • Nordstrom, the retailer with 354 locations across 40 states, is going decidedly digital just for this year’s Anniversary Sale, which begins July 21.?Elements includes a Snapchat geofilter for shoppers to show their location in almost any full-line Nordstrom store, depending on an argument from the company, with an exclusive Snapchat lens featuring accessories available for purchase within the event. Customers can unlock the custom lens via Snapcodes printed on coffee cups, catalogs, ad materials and at in-store locations.
  • A “Scan + Shop” feature lets customers add items from your print catalog to the Nordstrom app by way of a smartphone camera. The shopping area will offer in-store and curbside pickup for online orders and a “Sneak-A-Peek site experience” for patrons to see items prior to a sale launches.
  • The retailer also partnered with six brand ambassadors to feature sale picks on social networking, including Ashley Graham, model, body activist, author and lingerie designer;?Russell Wilson, NFL quarterback and co-founder of fine Man Brand; Taye Diggs, actor, singer and dancer;?Hana Mae Lee, “Pitch Perfect” actress; choreographer and dancer Keone Madrid; and textile designer Kindah Khalidy.

This year’s Anniversary Sale taps the widely used lens and geofilter features on Snapchat, the photo-sharing platform applied by 166 million people per day, which points to the retailer’s process to boost brand awareness and engage customers while they shop in stores an internet-based. As being the retail industry faces a decline in sales, financial troubles and cutthroat competition, brands everywhere need to slash prices and quickly alter to consumers’ shifting behaviors by meeting them where they already are: on his or her smartphones. Using its “Scan + Shop” feature for patrons to increase items with the print catalog to a branded mobile app, Nordstrom might better bridge the offline an internet-based shopping experience – and streamline the purchasing process to get more detailed serious shoppers.

The retailer’s branded geofilter on Snapchat is inclined part of an exciting push to increase digital engagement among more casual and younger shoppers as they see the annual sale in shops, since it’s only available in or near one of many company’s 122 full-line locations.?

This isn’t Nordstrom’s first attempt at more seamlessly integrating social media marketing platforms and marketing tactics into its shopping experience.?It brought Pinterest?into its stores?from a 2019 push by labeling items on its shelves with “top pinned item” tags. And, because official sponsor from the Tony Awards during the past year,?the retailer made items online every time they were seen about the red carpet?in another sort of it tapping influencers to come up with buzz and boost awareness among consumers.

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