E-Commerce Customer Relationship Management

 Addressability

Nordstrom is able to acknowledge specific shoppers when they first enter the website. They target customers with specific interests and recommendations. Information is also provided about their products for customer needs and wants before they make a purchase. 

Interactivity

 Nordstrom.com is very interactive and keeps customers interested and on the site longer. They offer customers with live chats to ask about products, find out more information, or any other questions or concerns they may have. This can all be done instantly and at the same time the customer is shopping and browsing the merchandise. 

The website also has a feature where customers can be helped to find their best size in each brand's merchandise. It makes online shopping easier and more convenient for customers to avoid purchasing the wrong size.

Nordstrom offers all customers a recommendations page regardless if they are logged into an account or not. Recommendations pages include previously viewed items (for account users), trending items, and best selling products. All of their interactivity efforts help maintain high quality relationships with each existing customer.

Memory

The Nordstrom website is able to record previously viewed merchandise when a customer is signed into an account. It is also able to locate customer's profile in the database, and then display the customer's past purchases and offer new product suggestions while the customer is still visiting the site. The customers' account page will also provide them with a history of their past orders. 

Control

The site allows for customers to have control over their own shopping experience. It offers features to search items based upon category, color, price, and brand. This can be very helpful when looking for a specific product. It pulls customers to do more refined searches in order to provide for a more pleasant shopping experience on Nordstrom.com  

Customers can shop the website through categories such as clothing, shoes, accessories, beauty & fragrance, designer collections, or wedding. They can also shop by trends, Lookbooks, and brands. Within each category, customers can choose other categories. For example, in the clothing category, a customer can shop new arrivals, tops, dresses, sweaters, complete looks, active wear, work apparel, etc.

Accessibility

When viewing a specific product, customers are provided with detailed information to help determine if they are interested in purchasing this item. To the right of the picture there is a box with information that includes product material, measurements, description, where the product was made, and other relevant details. Customers are able to select product color and size, and are also provided with more detailed sizing information below. The product image page also displays details about shipping, returns, and the in-store pick up option. Product pages also include Nordstrom's social media icons which allows for customers to easily share products. 

Digitalization

Nordstrom.com has fast web page speed and clear detailed product photos. Nordstrom also has mobile applications which load quickly and have clear images with bold colors. The mobile app has a bar code scanner for customers to search a product quickly. This can be an advantage when shopping in the store to see if other sizes or colors are available. The application also has a sort feature for customers to select merchandise from newest, price high to low/low to high, sale, and ratings. Another feature on the mobile app is a filter feature. This allows customers to pick a specific price point, color, category, brand, and store location based on zip code. 

SWOT

Strengths: Offers the best possible customer service, selection, quality, and value Clear images Excellent product zoom options Easy site navigation Provides customers multiple ways to shop and view product categories Allows customers to shop from an online catalog Provides customers with recommendations Free shipping and returns ·	Weaknesses: Video images only on certain product pages Hardly any sales promotions Not many user generated reviews	Turn weaknesses into strengths: Have video images includes for all products Remind customer to review products purchased through email.  Offer a 10% discount on their next online purchase after their first product review.
Opportunities: Although they do advertise well to women, they should expand and target younger children and males because they offer so many products for people of those categories too. Nordstrom does have a social media presence but it isn't very visible or mentioned often on the website. Make it more visible on the top of page instead of the bottom . It could increase their following on social media platforms and traffic to their website Addition of more online exclusives such as Topshop	Threats: Wide range of product assortment can become difficult to maintain There are other department stores that sell identical items for a much cheaper price. There are also department stores, for example Bloomingdales and Niemen Marcus that sell identical high quality products for the same expensive price. Nordstrom has a lot of competition.	Turn treats into opportunity: Nordstrom already created a pricing policy, that if a customer finds the exact product somewhere else for a cheaper price they will match the price. They should continue to advertise this to stay ahead of competitors.  However, it is only currently available for certain merchandise. This should be made available for more products.