5 Ways to Out-Amazon Amazon in Online Selling

3. The digital Nordstrom pianist. Nordstrom is known for creating exceptional shopping experiences with high-touch service that includes personal stylists and even live pianists, although there seem to be far fewer pianists of late. The service differentiation comes from being memorable and high touch. The same kinds of high-touch experiences can be created digitally. For instance, retailers can deploy text and video chat as well as co-browse-aided phone conversations, where the sales agent can help the shopper find things and information, assist them in filling out forms and help complete online purchases. Online retailers can also mimic Nordstrom's personal stylists through CBR-guided help, combining it with contextual content or coupon offers similar to the service offered by the personal stylist, who "soft sells" products while sharing information and ideas.