In March, Nordstrom (NYSE:JWN) held a contest for students at five universities in an effort to reach out to millennial shoppers. The prize for the competition, hosted exclusively on Snapchat, was a campus shoe party and vouchers for shoes to wear to job interviews. After a series of disappointing quarters, the department store is hoping to pick up some new shoppers.
The marketing move brought in 6.7 million views of the resulting Snapchat video and a boost in the retail chain's Snapchat following by 60 percent, reported Fortune.
"It's a great storytelling platform. We wanted to be really engaging and enable them to participate in our brand," Bryan Galipeau, Nordstrom's director of social media, told Fortune. "One of our key principles in social media is how to be authentic and engage with our customers in a way they use the platform naturally."
Over the last few years, Nordstrom has spent hundreds of millions of dollars on its distribution centers and inventory management to beef up its online operations, which now account for 21 percent of all sales.
Now focusing on social media, the department store hopes to capture on Snapchat some of the 60 percent of users aged 13 to 34, a critical group of shoppers.
Also active on other platforms, Nordstrom has 1.8 million followers on Instagram, 3.9 million "likes" on Facebook and 688,000 followers on Twitter.
Nordstrom recently announced a series of layoffs as the company tries to cut spending after a series of disappointing quarters. The first cut came in March, when 120 people in the technology department were asked to leave. Then again earlier this month, the company announced it will cut 350 to 400 jobs, primarily at its Seattle headquarters.
- see this Fortune article