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.
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.