As retailers
chase after the Holy Grail of serving customers in a retail revolution we have
come across some unusual innovations and Nordstrom’s store with no stock is way
up there or is it?
Nordstrom
Local is a new, smaller footprint store that focuses on experiences rather than
physical stock. Customers can buy online and pick-up instore, as well as get a
drink from the bar, chat with stylists, have their clothes altered, return a
purchase, or get a manicure. It is all about service, speed and convenience.
The
no-merchandise store might seem highly unusual although as one commentator has
pointed out, it is not unlike what Apple do with their highly successful Apple
Stores. Yes, you can buy physical goods in Apple Stores, but it is the service
elements that are more difficult to do online, that are the main focus. They include detailed personal service and
advice, returns, repairs, and of course the opportunity for hands-on experience
with products.
I always new there was a good reason for having a bar at my market stall.