Nordstrom Rack New York openings present threat to full-price debut

Luxury Daily – In an uncertain retail world, department store chain Nordstrom is banking on its discounted Nordstrom Rack stores by opening a new omnichannel-equipped location in New York’s Herald Square.

Nordstrom’s new store will be the second Nordstrom Rack location in New York’s Manhattan borough, signaling that discounted stores may be a promising bet in a time of retail uncertainty. That the store will be outfitted with some useful mobile and digital tools shows that Nordstrom is keeping up with some of the latest digital trends in the retail world.

“Opening a flagship Nordstrom Rack in Manhattan is a great way to keep its brand top of mind for consumers – especially with the exposure to a massive volume of shoppers and tourists,” said David Naumann, vice president of marketing at Boston Retail Partners, Boston.

“New York is the premier shopping mecca in the United States and it is the place to be for fashion retailers – that’s why Nordstrom also plans to open flagship men’s and women’s full-line department stores there in 2018 and 2019, respectively,” he said.

“Mobile devices are ubiquitous in our lives; dramatically changing how we interact with each other, obtain information and shop,” BRP’s Mr. Naumann said. “Having a constant, virtually unlimited amount of information at our fingertips has changed consumers’ shopping behavior and elevated our expectations for customer service.

“Consumers now use mobile devices to research products, compare prices, complete purchases online and increasingly to pay for in-store purchases,” he said.

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