Client Situation
Connors was hired by Nordstrom in summer 1999 to launch Nordstrom.com, a subsidiary of Nordstrom, Inc. that would focus on catalog and Internet sales. A major challenge was to capitalize on the considerable equity of the Nordstrom brand and communicate with loyal, existing Nordstrom customers while also tapping into a new base of younger, hip consumers via the Internet. While Nordstrom is a well-known and strong brand, the company had not grown its customer base significantly over the past few years. The Nordstrom stock price had also lagged as the company received criticism for the wrong merchandise mix and other problems. Dan Nordstrom, a fairly young but experienced and well-spoken executive had been named CEO of Nordstrom.com. Benchmark Capital had made a substantial investment in Nordstrom.com and we wanted to leverage the cache of the venture capital firm without creating the impression that Benchmark would dominate management of Nordstrom.com.
Strategy
Our strategy was to build on the strength of the Nordstrom brand that customers know and love but also broaden positioning to capture a much larger audience -- with the ultimate goal to successfully position Nordstrom as the leader in e-tailing. We laid out a plan and timeline that would enable us to create excitement and news around a number of key events - the spinoff of Nordstrom.com from Nordstrom, Inc., launch of Nordstrom.com with the world's biggest shoe selection and then sustained momentum with other created events. Connors helped Nordstrom.com in formulating messages and a PR plan that tapped into the positive elements of the Nordstrom history - the company is known for unparalleled customer service, unmatched shoe selection and more than 100 years as a respected retailer. Key elements of our strategy were the creation and execution of a "Win Shoes for Life" contest to help build excitement for the site launch, as well as careful messaging and intense media efforts tapping into the strength of the executive team and the company's leadership in customer service -- always a topic of media interest, but particularly so in the fall of 1999 as many Internet companies prepared for their first Christmas e-holiday.
Program Goals
- Utilize PR to help successfully introduce Nordstrom.com to existing customers and new customers - young, hip web shoppers.
- Expand Nordstrom's profile to be top of mind with key business and technology press and analysts as a leading e-tailer.
- Position Nordstrom.com as complementary to Nordstrom stores and catalog.
- Illustrate the quality and depth of the Nordstrom.com product offering.
- Further Nordstrom, Inc. positioning as the leader in customer service.
Results
Nordstrom.com had one of the most successful launches for any online retailer, with positive feature articles appearing in an extensive number of business publications, top 20 daily newspapers, and technology trades including:
- Forbes
- Fortune
- Wall Street Journal
- USA Today
- New York Times
- The Industry Standard
- Inter@ctive Week
In addition, Connors produced a creative b-roll package featuring the Nordstrom.com site, shoe offerings, Nordstrom.com execs and customers and Kenneth Cole, the clothing and shoe designer speaking about his participation in the Nordstrom.com launch. The
b-roll was picked up by major television networks in 45 markets, including New York, Chicago, San Francisco and Washington, D.C.. Stations aired the Nordstrom.com footage more than 115 times in all. The Nordstrom.com "Win Shoes for Life" contest, that was totally managed by Connors, attracted more than 90,000 entries, greatly expanding the number of registrants on the Nordstrom.com site. After the site launch, media coverage continued to be strong as we created compelling customer service, executive management and product pitch angles.
<< Priceline |
Case Studies |
24/7 Media >>  |
