Nordstrom is always looking for ways to enhance its customer experience. With an assist from CashStar, Nordstrom launched an elevated e-commerce platform for the fashion specialty retailer to sell plastic and digital business-to-business (B2B) gift cards.

The CashStar Business platform enables Nordstrom to create Gift Cards for Business, a new program specifically for gift card business partners. This new program will allow Nordstrom to accelerate its growth in the B2B gift card space and widen its ability to sell to additional B2B partners.

As a result, the improved customer experience provides business partners:

Enhanced plastic and eGift Card options

The ability to place and seamlessly manage their own orders

The ability to load any denomination from $5 to $2,000 per card

Visibility into tracking information and order history

Easy checkout with payment and shipping information that is securely saved to their account for future orders
Nordstrom first adopted the CashStar Consumer Application to support a new customer experience for its digital gift card program in the 2015 holiday season. The application provided an elevated and personalized e-gifting experience for buyers and their recipients. Nordstrom also expanded its use of CashStar Consumer by upgrading its plastic gift card experience. The adoption of CashStar’s consumer experience has enabled the retailer to offer rich, engaging, and personalized customer experiences to buyers and recipients.

“The new Gift Cards for Business e-commerce experience offers business customers a simple solution to purchase our Nordstrom gift cards in bulk,” Sean Burrow, director, gift card, Nordstrom, told Loyalty360. “Nordstrom can now serve the largest loyalty marketing programs as well as small businesses who may prefer a self-service option by providing things like expanded ordering options, faster fulfillment, and improved account management.”

Burrow talked about changing consumer demands.

“As customer expectations are continuing to change, we are focused on delivering a differentiated customer experience that is personalized and relevant to how customers want to shop with us,” Burrow explained. “Making the experience seamless across stores and online is especially important for our loyalty program given we know many customers shop with us both ways.”

For Nordstrom, Burrow said, the No. 1 goal is to offer all its customers a great shopping experience.

Nordstrom worked closely with Aimia to redesign Nordstrom Rewards to become a more inclusive loyalty program that allows customers to earn points regardless of how they choose to pay for their purchases. Customers can now enroll by simply providing their name, mobile phone number, and email address. The expanded Nordstrom Rewards launched in Nordstrom stores in the U.S., Canada, and Puerto Rico, and on Nordstrom.com in May 2016. In the first three months, Nordstrom enrolled approximately 1.7 million new members.

“We realize our customer needs and wants continue to evolve, and we are focused on making meaningful updates to our loyalty program to continue to deliver relevant and desirable benefits,” he said. “We’re listening to our customers and making changes based on how they shop and what benefits are important to them. Our Nordstrom Rewards Member launch this year is reflective of that feedback and, so far, we’ve seen a strong response to this expanded offering.”

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