Nordstrom brings social shopping in store with video walls

Nordstrom (NYSE:JWN) is adding video displays in store to showcase merchandise on social shopping site Wanelo. It's simply the latest move by the department store to court younger shoppers and implement mobile and social into physical stores.

Wanelo — short for Want, Need, Love — lets users follow favorite stores, brands and friends. They can save items for future purchases and brand pages allow for editorializing and product information.

Only items from verified retailers can be posted, making Wanelo a unique way for retailers to engage with fans that are already engaged and interested in buying.

Nordstrom will incorporate displays in the BP, or junior's departments, of 107 stores showcasing styles rated most popular by Wanelo users. Nordstrom has been quick to tap into the power of social media and gained one million followers in just five months on Wanelo, according to Women's Wear Daily.

In fact, more products are being saved on Wanelo than Pinterest, a site that typically garners the highest engagement and conversions of any social site.

Nordstrom's 1.2 million Wanelo followers have saved items from the retailer roughly 30 million times.

Wanelo founder Deena Varshavskaya contends that social shopping from other sites hasn't caught on because those sites are not built for commerce, and trying to build a retail component onto existing social platforms only serves to frustrate consumers.

Nordstrom is hardly alone in tapping into Wanelo's potential. Urban Outfitters has 2.7 million followers and more followers on Wanelo than any other social network, according to WWD. The retailer now has a Wanelo save button on product pages that has resulted in a 20 percent spike in Wanelo-generated sales.

Steve Hartman, Urban Outfitters' managing director of direct and marketing, told WWD that Wanelo has a conversion rate four times higher than any other social network.

The Wanelo partnership and new displays don't just help boost the retailer's profile with social shoppers, they help grow its presence with younger shoppers. Wanelo users tend to be younger and access the site predominantly on mobile devices. The video displays will be targeted to juniors shoppers and pair with some of the retailer's other efforts to court millennials, including partnerships with TopShop and BaubleBar.

For more:
-See this WWD story (subscription required)
-See this Racked story

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