Personal Selling Revolution of Nordstrom Company

HAO GUO

Nordstrom was founded in 1901 by John W. Nordstrom and Carl Wallin. From the beginning of the company, they provide the best possible service, selection, quality and value to their customers. Over years, even though the Nordstrom company has created individual departments that focus on the individual lifestyles of the customers, they also added new service line to meet customers’ needs. In order to give the best possible service to the customers, the company plans on continuing to update the product line, initial contact and follow-up as new customer desires evolve. Moreover, the employees are not only trying to reach company standards, they are also focused on creating a comfortable environment of customer service within the store as well. As people know, Nordstrom company are famous as their excellent customer services, the atmosphere of the store could be the evidence of that specific company mission. Even to this day, we can see the mission of Nordstrom is still exact the same.

The Nordstrom company are doing very well on personal selling not only because their services, but also because they are doing pretty well on building a great buyer-seller relationship. Nordstrom company has established many different policies designed to keep their employees get in touch with their customers. For example, they always mail the hand writing letters to customers after they purchased. This could be considered as a marketing strategy, which could give customers a good expression about their perfect service. In addition, this reaction also could keep the loyal customers and encourage them to reach a long term purchasing. They really did a great job in customer service, especially in the Nordstrom shoes department, the salesperson usually knee down to serve the clients, they really increased the customer satisfaction rate and lead customers to feel like they are honored guest.

In order to reach retention of the target markets, the Nordstrom company coordinate the marketing activities throughout the marketing mix strategy which includes advertising, public relations, personal selling and sales promotion. Even though social factors are playing a very important role today, Nordstrom company actually are not doing too much commercial advertising on television show, TV or magazines. Instead, the Nordstrom company does engage in heavy promotion strategy, they offers half yearly sales, anniversary sales and VIP party in order to keep the important clients, give the information about newest and latest item to customers by sending email and mail the free magazine. In addition, they also do the cash rewards; they mail customers cash rewards, which is actually could substitute for cash.

Overall, the Nordstrom company’s mission is to delivery best quality, selection, value and best customer service to their customers, and the mission of Nordstrom is also definitely evident in their operation. Furthermore, they did great job on personal selling and advertising strategies.

 

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