Nordstrom: A Case Study
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The paper relates that Nordstrom is considered an example of high quality customer service and it has developed a loyal customer base. The paper looks at the components of Nordstrom's retailing mix and argues that it is the personnel's behavior that helps the company to develop a reliable, loyal customer base. The paper also addresses challenges that Nordstrom must deal with in this business environment and suggests that Nordstrom should imitate the successful strategy of the Zara company to produce clothes that reflect emerging fashion trends.
From the Paper:"Department stores present a series of characteristics that define their activity and relationship with their customers. For example, department stores provide a wide range of products, including specialty goods, that usually refer to apparel, cosmetics, houseware, electronics, and furniture. In comparison with other types of retailers, such stores allow for the purchase to be made within each department instead of at the central discount area.
"The reason behind this strategy relies on the fact that each department is considered to be a separate buying center within the department store. This way, a series of economies can be made regarding promotion, buying, service, control, and others. As a consequence, each department is individually managed, usually by a head buyer. This department head's attributions are not limited to the purchase decision regarding the products of the department in case, but they also include responsibilities regarding promotions and employees that work in that department (Lamb et al, 2009).
"However, the general strategies and decision are centralized. In other words, the central management is responsible for establishing the strategy regarding the type of merchandise that the department store should commercialize and the price range for the company's product and services. In addition to this, the central management of the department store also develops the advertising program, the credit strategy, the expansion and development of the store, customer service, and others."
Sample of Sources Used:
- Lamb, C. et al (2009). Marketing. Cengage Learning. Retrieved November 28, 2010 from http://books.google.ro/books?id=op9zkXLpwvUC&pg=PT498&lpg=PT498&dq=nordstrom+type+of+retailer&source=bl&ots=h4WomCoUbg&sig=AQZFprmvbAicSnnqeDEIWCtzxjQ&hl=ro#v=onepage&q=nordstrom%20type%20of%20retailer&f=false
Cite this Case Study:
Nordstrom: A Case Study (2013, May 01) Retrieved February 16, 2020, from https://www.academon.com/case-study/nordstrom-a-case-study-153027/
"Nordstrom: A Case Study" 01 May 2013. Web. 16 February. 2020. <https://www.academon.com/case-study/nordstrom-a-case-study-153027/>