Nordstrom Extends Digital Capabilities With Livestream Shopping

Nordstrom announced last month the launch of Livestream Shopping. This new shopping channel will give customers real-time access to Nordstrom employees and brand partners as well as experts in the beauty, fashion and home categories. During these shopping events, customers can seamlessly shop the products they see and ask questions via live chat of the experts hosting the events.

The launch of Livestream Shopping marks the next evolution of Nordstrom's virtual experiences and digital shopping capabilities. The upscale department store chain recognizes the potential to engage with customers through highly personalized interactions that go beyond the transaction, both online and offline.

To learn more about its new Livestream Shopping channel, and how it figures to play a role in the company's future, Total Retail interviewed Fanya Chandler, senior vice president, Nordstrom. Here's a sampling of that email interview.

Fanya Chandler, Senior Vice President, Nordstrom

Total Retail: Why has Nordstrom decided to launch a Livestream Shopping channel?
Fanya Chandler: We launched Livestream Shopping to meet the ever-changing needs and expectations of our customers as well as to equip our team with more tools to deliver on our commitment to serve our customers wherever, whenever and however they want to shop. This includes offering customers options, including a one-on-one connection with our sales people and stylists, a one-to-many, and a one-to-the-masses.

TR: How will shoppers be able to interact with the hosts and products, including the ability to make purchases, during these livestreamed events?
FC: During the Livestream event, customers can shop products available at Nordstrom.com and participate in a live chat.

TR: How are the brand partners and products being spotlighted in these livestream events being chosen?
FC: Since 2020, we've hosted over 50 virtual events. As we’ve evolved the virtual event experience to include seamless shopping, we were able to translate these existing events into shoppable events. We're excited to create livestream shopping experiences with brands and hosts that resonate with our customer.    

TR: What are the primary benefits that consumers will realize from participating in Nordstrom's Livestream Shopping events?
FC: Customers will be able to seamlessly shop while engaging with an entertaining and informative event. Each event is shoppable, with customers able to click on links to the products being shown. A new tab will open in their browser, allowing them to purchase the item on Nordstrom.com. Additionally, customers can interact in real time with the host, asking questions and getting real-time information. 

TR: How does Nordstrom's Livestream Shopping channel fit in with the company's other digital and virtual shopping experiences?
FC: Livestream shopping is the next evolution in Nordstrom’s remote selling capabilities. In our stores and through virtual appointments, we provide service one-on-one. We’ve enabled our stylists to create and share shoppable style ideas on their social media platforms, enabling service from one-to-many. Livestream Shopping enables Nordstrom to create interactive and engaging discovery and shopping that allow for personalization and service at scale.

TR: Are the Livestream Shopping events being produced at the company's headquarters? Off-site studios? Tell us about the production process involved with this venture?
FC: Nordstrom Livestream Shopping events are hosted by Nordstrom employees and some of our partners. Today, these events are produced in Nordstrom stores.

TR: How is Nordstrom marketing this new way to shop to both customers and prospects?
FC: Customers can browse upcoming events and sign up at https://nordstromrsvp.com/nlive. We will also share on Nordstrom's social media channels.

TR: What are the business benefits that Nordstrom hopes to realize from its launch of Livestream Shopping?
FC: By launching Livestream Shopping, we hope to create a rich customer experience online with a larger group of customers. We look forward to hearing our customer feedback.