I’m kind of cheap. I get my hair cut at Great Clips – with a coupon. I don’t buy name brands very often. And, I’ve been known to find more than one or two wardrobe essentials at Goodwill. However, I don’t really mind spending money on quality, last-a-lifetime items.
Though I haven’t shopped at Nordstrom often, I’ve been there enough to know that their customer service is unparalleled. When it comes to customer service and quality brand experiences, Nordstrom is up there with the best of them: the Ritz, Tiffany’s, and Disney (not luxurious, but definitely a king of brand experience!).
A Master in Conversion Tactics
Nordstrom is a master in conversion tactics. We usually use the phrase “conversion tactics” to refer to well written blog posts and content that converts a browser into a buyer. And, while Nordstrom does have a pretty good blog, it isn’t their content marketing that has me particularly impressed.
I consider Nordstrom to be a master of conversion tactics because of their phenomenal in-person customer service. You may have your own online business, but the lessons taught by Nordstrom’s brick-and-mortar customer service are just as applicable to the Internet!
Nordstrom & The Tires
Chances are you’ve heard this story, but I would be remiss if I failed to include it in a blog post about Nordstrom’s customer service…
According to legend, in 1975, Nordstrom acquired three stores in Alaska from a tire company. Purportedly, a customer (of the tire company) came in one day, put his tires up on the counter, and requested a refund. Despite the fact that Nordstrom had never sold tires, the sales representative gave him a refund, and invited him to return to shop some time.
Click the above link to read the entire story and all of its variations on Snopes.com. The story isn’t entirely verified, but there’s no reason to assume it’s completely fabricated either. Regardless of the actual truth of the story, it speaks volumes about the public’s perception of this legendary brand.
What They’re Doing Now
With that anecdote as our background, let’s take a look into some other details of Nordstrom’s terrific customer service and business branding. The retailer places a large emphasis on going out of their way to deliver exceptional customer service.
One of my favorite Nordstrom lessons is always write thank-you notes. Nordstrom is famous for having sales representatives send out thank you notes to their customers. This little customer service strategy also says a lot for Nordstrom’s approach to business branding. When was the last time you got a thank you note from Macy’s or Dilliard’s?
I also love this video, in which Johnson & Johnson Marketing Executive, Rod McNealy discusses Nordstrom’s legendary customer service. The first part of the video covers the Nordstrom “tire story” as it’s often referred to, so go ahead and skip to the 2:17 mark.
What McNealy says about Nordstrom’s use of a name is completely true. When customers hear their own names, they’re instantly more likely to respond positively to your message. It’s a highly effective conversion tactic that can work wonders when used well! These minor details set the high-end retailer apart from the competition.
Business Branding Like Nordstrom
The great thing about these techniques is that you don’t have to have a brick-and-mortar store or even have a budget like Nordstrom’s to make them work for you. CEM founder Amie Marse has seven tips specifically created with the virtual business in mind.
As you continue to push your content marketing efforts, think about conversion tactics like these that you can employ in your everyday customer service. Though content marketing offers some great solutions, it isn’t the only way to utilize conversion tactics. Just ask Nordstrom’s!
And, for those of you who are also cheap like me, you might want to check out Nordstrom’s next time you need something done well!
What other lessons from Nordstrom do you think you might employ in your business strategy?[adrotate banner=”20″]