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It’s no surprise Nordstrom’s mobile experience ranks among the best we encountered. The brand’s overall business strategy, including the acquisition of several fashion startups, shines through in its mobile app. Nordstrom has created a thoughtful, engaging app that not only provides value to users as Nordstrom shoppers, but also helps with general fashion and style needs. Unlike most retail apps, Nordstrom’s does not focus exclusively on ecommerce. The app has a “style” section that includes news and blog content, Instagram feeds, product videos, styling advice and fashion in the news. The app’s strongest in-store features include a barcode scanner, easy access to reviews and product information and the ability to check inventory at nearby stores. When you select an item of clothing in a particular size and color, the app tells you whether the item is available at a nearby store. There’s also some personalization. If your wish list is empty, you can explore recommended products based on your purchase history and what’s popular. The app allows you to add products to your wish list, as well as opt into push notifications to be alerted if those items become available nearby. Nordstrom is making use of new technologies like iPhone’s Touch ID for logging in, and the app links customer service inquiries to the store’s direct phone number—in line with Nordstrom’s position as a leader in customer service. With all that Nordstrom is doing right, there are still opportunities for improvement in terms of store guidance and personalization.