Despite the fact that technology has been zooming along, retailers have been slower to adopt than most other industries. Smartphones have become the norm, and a new value-conscious and customer service-driven consumer has emerged from the recession. This new consumer effortlessly moves between channels, from print to mobile and broadcast to digital, leaving retailers unable ignore technology any longer.
Many retailers have been playing catch up with 21st century technology by increasing their presence in the social and mobile spaces and using it to drive their visual content where shoppers may want it. A recent study ranked the digital footprint of 64 specialty retail brands, evaluating them across 350 different data touchpoints and categorizing them into groups based on their “digital IQ.” Only Macy’s, Victoria’s Secret and Nordstrom earned a “genius” distinction. How are these retailers and others finally catching up with shoppers by using 21st century technology? Let’s take a look:
Social media: It's no doubt that retail giants like Nordstrom are winning through social. Nordstrom has a strong social media presence with its Facebook page, Twitter account and blog, and in some cases multiple pages or accounts by business unit or special interest. The retailer has at least six Facebook pages for departments like Nordstrom Weddings and Nordstrom Rack, 20 known Twitter accounts for individual stores, and a YouTube channel. Many retailers have wisely begun using social media as an opportunity to identify their brand advocates to continue positive interaction with them beyond their brick-and-mortar stores.
But it's not the number of social media accounts that helps Nordstrom win over the hearts of consumers, even though it may be impressive. It's the realization that social media is a tool that can be used to meet business objectives as long as there’s a well-defined content strategy. Nordstrom is known for its first-class customer service; providing that customer service is at the top of its business objectives.
