Nordstrom’s new iPad application offers customizable and engaging functions for users browsing the retailer’s selection on their device. The application’s homepage is easily personalized to feature only the user’s favorite departments. A virtual dressing room lets users save their favorite items and piece them together to create their own looks. Users can also view digital copies of the brand’s catalogs within the application as they shop. The application makes it easy to not only shop, but also purchase through the app. Users with a Nordstrom.com account can sign in for a simple and streamlined checkout process. If a user isn’t sold on purchasing the item through the app, they can read customer reviews, share the item on their social networks or through email to gather their friends’ opinions, or check in-store availability for pick up at their local Nordstrom. The brand plans to roll out new features with future updates. Nordstrom should consider trying to cross-sell or upsell within the virtual dressing room by recommending ways to complete an outfit based on the user’s style preferences and selection via a virtual personal shopper.
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