The Nordstrom promotional theme for the holidays is “Let’s Go Gifting,” which overlays a marketing campaign the retailer characterized as a whimsical narrative full of personality.
As part of the campaign, Nordstrom is focusing on three elements: Gifts That Do Good, Gifts That Inspire and innovative services that reduce holiday stress for in-store and online shoppers, the company noted.
Campaign highlights include:
- Gifts That Do Good. Among its charity initiatives, Nordstrom is donating 1% of all gift card sales to nonprofits across the U.S. and Canada. It also is inviting customers to support Children’s Miracle Network Hospitals through the purchase of $10 giving cards at any Nordstrom full-line store in the U.S. and Canada.
- Gifts That Inspire. Nordstrom is emphasizing unique holiday gifts from emerging and exclusive brands at a range of pricepoints. From November 27 through December 18, Nordstrom will release exclusive, limited-availability products each day dubbed Daily Drops to establish a sense of discovery in-store and online, and it will offer “persona-based” gift guides based on 11 customer types such as The Tech Collector, The Luxe Lover and The Traveler.
- Making Shopping Easy and Convenient. In November, at 65 stores, Nordstrom will launch a Gift Hub, with merchandise organized by consumer personality types, and Gift Scout, featuring personnel who can provide expert advice by appointment in-store or online, as well as Gift Wrap and Gift Shops. In December, Nordstrom will extend curbside pickup to 24 hours a day, seven days a week in 23 of its stores and Early Bird Pickup curbside at 8 a.m. at other locations.