Nordstrom Online Sales Soar 15 Percent

In an overall down market where the 150-store Nordstrom chain is seeing a 4.3 percent sales drop, online operations are jumping 15 percent--accounting for almost 8 percent of all sales. Company execs now project online to soon top 10 percent. Even more intriguing: Nordstrom is reporting a sharp increase in the number of multi-channel shoppers, who now represent almost a third of all sales.

But Nordstrom is doing online differently, according to this wonderful profile in The Puget Sound Business Journal (Seattle). First, Nordstrom is delivering the identical merchandise online and offline, a tactic quite different than many other cross-channel retailers. Secondly, its call center staffing has not been outsourced, a move that the customer service-intensive chain said gives it a competitive advantage.

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