Nordstrom has launched a new e-commerce site and mobile app for Nordstrom Rack built on a shared platform with HauteLook, Nordstrom's flash sale business.
The new site gives customers access to shop Nordstrom Rack merchandise alongside HauteLook flash sale events. Customers are able to shop both sites through a single log-in, shopping cart and can combine items into one checkout. Nordstrom Rack's new mobile app also allows shoppers to browse Nordstrom Rack and HauteLook using one shared account.
The new website and mobile app are part of Nordstrom's earlier announced plans to expand its digital initiatives throughout the year. The retailer said in February, that for 2014, technology investments will account for more than 30 percent of Nordstrom's CapEx investment plan, up from roughly 20 percent in previous years.
"With estimates of nearly 200 million mobile devices in the U.S. today, they rapidly have become an integral part of consumers' everyday lives," said Blake Nordstrom, president and principal executive officer of Nordstrom. "It strongly validates the strategic path we embarked on nearly a decade ago in laying the foundation by making investments to provide a differentiated customer experience in a multichannel environment."
Nordstrom is also pouring $79 million into a new online and catalog distribution center in Pennsylvania to enable faster delivery of its online, mobile and catalog orders for customers on the East Coast.
Nordstrom Rack stores, which offer discounted merchandise and clearance items from the department stores have been a strong performer for the company. The Rack stores outperformed Nordstrom's full-line stores in 2013, posting same-store sales gains of 2.7 percent compared to a 2.1 percent decline for the full-line stores.
-See this Nordstrom press release
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