SHOPPING AT NORDSTROM IS NOW TASTIER THAN EVER
Most retail locations don’t want shoppers bringing their food and drink along on their shopping trip. Nordstrom’s new location in NYC is turning that idea on its head by allowing shoppers to order food and drink to be delivered to them while they shop. The seven-story location has multiple restaurants throughout the store and will deliver orders on fine china. The shoe department also has a bar: The Shoe Bar. So shoppers can sip on cocktails while they try on shoes. Nordstrom says, “It’s the idea of food and beverage as blood sugar maintenance — to keep shoppers in stores longer.”
SHOPPERS GET A SNOW-FILLED, INVENTORY-FREE STORE EXPERIENCE
Last year, Arctic clothing company Canada Goose introduced cold rooms to several stores where shoppers could try on a jacket in a freezing room. They’ve now taken the concept to a new level with a fully immersive experiential store in Toronto, The Journey, which invites shoppers “to leave the outside world behind.” Shoppers will enter through what’s called “the crevasse,” a narrow and obscurely lit path with rock wall facings, then step into a room with LED monitors on the floor that looks and sounds like ice cracking, before entering the Elements Room with an interactive showcase of products and 60-foot curved video wall of extreme cold conditions. Finally, shoppers can enter the Cold Room to try on products in temperatures as low as -4°F. After leaving the Cold Room, shoppers are able to place orders via a kiosk for same-day local delivery.
SMALL BRANDS ARE NOW A BIG FOCUS FOR PINTEREST
Pinterest recently announced Pinterest Shop, a new destination for small brands. Initially it’s featuring 17 Pinterest-curated brands, but plans call for an expansion to additional businesses and eventually international enterprises. The effort is part of a broader play to attract digital advertising budgets away from Facebook, Google and Amazon as digital customer acquisition costs rise rapidly and smaller brands seek “new platforms to test.”