Nordstrom: Following, Bending & Breaking the Rules
Not having an order form violates the basic rule of Elsworth Howell, founder of Grolier Enterprises:Make it as easy as possible for the customer to order.
Nordstrom’s Web Site
I urge readers to get hold of a printed copy of the “Clothes for Life” book and then go to the Web site (www.nordstrom.com) where the same book is reproduced almost page for page. Compare the copy and design treatment in both media. There is the obvious difference of being able to click on illustrations for alternate views and larger views, however, online you’ll also find copy not only in far larger type, but better written. For example, on page 40 of the catalog:
- Companies:
- Nordstrom
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
