This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the combination of strategies referring to product, price, place, promotion, presentation, and personnel. Each of these components is important for the company's success and is differently addressed by Nordstrom. The strategy for each of these components is directed towards improving customer service.
The product strategy is intended to identify customer segments, their characteristics, and their needs. The quality of these products must meet the standards imposed by the company and in accordance with its loyal customer requirements. Customers have the feeling that they can rely on the products that Nordstrom commercializes.
The pricing strategy is an interesting one at Nordstrom. Although its competitors focus on providing certain deals, smaller prices in order to attract customers and increase their sales volume, Nordstrom insists on maintain a medium to high level of prices. This is because the company does not want to introduce smaller prices that would lead to the conclusion that their quality is also lower.
The placing strategy is another important aspect addressed by the marketing mix. Nordstrom wants its customers to feel comfortable within the stores, and to easily find the things they are looking for. This is connected with the component referring to presentation. In other words, the company wants to create an environment within its stores where customers can feel comfortable.
However, the most important component of the retailing mix is represented by the personnel. The company's objective regarding...
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