MKT 100 Assignment Two 1

Assignment # 2: “Nordstrom: How to Succeed by Selling Just One Shoe”

Lunette Crawley

Instructor: Carol T. Williams

MKT100, Section 032016

Strayer University

December 14, 2010

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Type of retailer and characteristics shared with other retailers of this type.

The retail type that Nordstrom has is the department store type. A department store can

be defined as the kind of store that carries a large range of products and goods, like clothing,

furniture, electronics and cosmetics ( L a m b , H a i r , J r , & M c D a n i e l , 2 0 1 0 ) . JcPenny,

Kohl’s, and Dillard’s share the same retail type as Nordstrom.

Level of service, example of store on opposite end of the continuum and their differences.

Nordstrom’s level of service can be regarded as amazingly high. With their business

strategy based on “greed on love” as the case study explains, giving their entire focus on the

customer. This has proved to be hugely successful as they forge longtime customer

relationships. Salespeople at Nordstrom do everything possible and even beyond to give the

customer impeccable customer service. A salesperson that gives individual attention to

customers like assisting a customer with one leg that wants the sale of only one shoe is on a self-

service level. The level of full-service entails salespeople that assist customers with the locating

of products that are not located within their store, and their exchange policies that ask no

questions in customers making returns. A store on the opposite spectrum of the level of service

Nordstrom delivers would be a Ross Store. These stores are off-price retailers that buy the

overstock or imperfect items from other department stores ( L a m b , H a i r , J r , & M c D a n i e l ,

2 0 1 0 ) . The price are usually lower, but the level of service are low as they carry return policies

with strict guidelines, usually a customer cannot find an item due to the store’s disorganization,

and salespeople are not as eager to meet customers’ expectations.

Analysis of six components of Nordstrom's retailing mix to determine and detailed

rationale.
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Nordstrom’s retailing mix begins with product. They carry a huge assortment of

products, and have access to obtain an item for a customer it is not found within their store.

Second is place, which Nordstrom has numerous physical locations with hours targeted for

customers who come there and also an online store that is up and operational twenty-four hours a

day, seven days a week. Third would be promotion, which Nordstrom actually strays away from

price-promoting, stating in the case study that regular pricing is a better concept and carries

much integrity. Fourth of the retail mix for Nordstrom is price. Even though some items in

Nordstrom are high, they carry many sale options that give customers cash off the purchase price

that makes the sale successful. Presentation is fifth element of the retailing mix, and Nordstrom

keeps their layout of their stores easy to navigate so it won’t frustrate a new customer, and the

friendly atmosphere from the salespeople that are eager to assist makes the shopping experience

even better. The sixth component of the retailing mix is the most important one for Nordstrom:

Personnel. Nordstrom’s intense focus on the customer and delivering excellent customer service

is vital to the store’s success. Salespeople are willing to go above and beyond as they give

individual attention to each and every customer they encounter, making the shopping experience

unique and long lasting between the customer and the salesperson.

Primary challenges in the current retail climate.

Nordstrom’s primary challenge in today’s current retail climate is their continued

availability of product. Nordstrom meets this challenge with the implementation of a

computerized inventory system helps buyers and salespeople know what is needed in their stores.

Changes in completion and consumer expectations in recent years.

Going the extra mile sets Nordstrom apart from other retailers. Their perfected art of

keeping the customer number one has made this retailer successful on so many levels.
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Expectations of the past use to be the personal, individual care that salespersons give a customer,

making them return, and spread the word. Today, Nordstrom takes it a step further with

expanded inventory availability, the use of the internet for sales, and the expansion of more

stores in targeted markets. But Nordstrom never strays away from the true premise: meeting

each and every customer’s expectations, one hundred percent.

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References

Lamb, C, Hair, Jr, J, & McDaniel, C. (2010). Marketing . Mason, Ohio:

Cengage Learning .