...Nordstrom: How to Succeed by Selling Just One Shoe Upscale retailer Nordstrom has been famous for superior customer service for over 100 years. Robert Spector, coauthor of The Nordstrom Way, says his favorite story is of a woman with one leg who jokingly bet a Nordstrom salesperson that he wouldn’t sell her just one shoe. He was more than happy to split up the pair, though, to her surprise, and Nordstrom gained a life-long customer in the process. “Who knows how many times she’s told that story?” Spector asks. “Do you think that that’s worth the price of a shoe? I do.” This kind of word-of-mouth publicity means that Nordstrom spends much less on traditional advertising than its competitors do. And the stories told by satisfied customers are much more persuasive than an ad in the Sunday paper. Patrick McCarthy, who was the first salesperson to generate $1 million, cites an example of a customer who was traveling and accidentally left his plane tickets in the store. An employee who found them paid for a cab to the airport with her own money so that the customer wouldn’t miss his plane. This, McCarthy says, is an example of “heroic service,” and at Nordstrom they expect nothing less. Industry observer Lior Arussy calls Nordstrom’s business strategy “greed through love.” They have perfected the art of focusing on the right customers and giving them undivided attention. A salesperson will often continue the relationship with a customer for years. They may exchange business cards...
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...“Nordstrom: How to Succeed by Selling Just One Shoe” Identify the type of retailer that Nordstrom’s is classified as and describe the characteristics it shares with other retailers of this type. A store like Nordstrom has built a successful model on availability of knowledgeable salespeople, and other luxury or near-luxury retailers would be advised to pay attention. But a mass retailer like Target is not dependent on “high touch” customer service; rather, the most important things it can do to satisfy its shoppers are to ensure that goods are on the shelf and the checkout process is efficient. As more consumers migrate to “mission shopping” (walking into a store looking for a specific item), the self-service model becomes more important. Consumers are also becoming accustomed to more control through online and mobile shopping. But there is still a place for good CRM, even in the most hands-off models of “customer service.” Nordstrom is classified as an Upscale Department Store Chain. Today, Nordstrom is one of the nation's leading fashion retailers, offering a wide variety of fine quality apparel, shoes and accessories for men, women and children at stores across the country. Nordstrom shares the same characteristics as Macy’s, JC Penny's and Dillard's who also sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings. They all have built their thriving business on the principles of quality, value, selection and service...
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...“Nordstrom: How to Succeed by Selling Just One Shoe” Principles of Marketing May 2011 1. Identify the type of retailer that Nordstrom’s is classified as. Describe the characteristics it shares with other retailers of this type. Nordstrom is classified as a department store. It sells a variety of products including clothing, jewelry, handbags, cosmetics, and home furnishing. Nordstrom started as a shoe store as time passed they diversify their product, and they opened more stores in different locations. They sell products identical to the department stores. Nordstrom like department stores have a series of permanent products such as cosmetics, hardware, jewelry, sporting goods, among others. Another likeness to the other department stores is that they have many stores in different locations of the US. Nordstrom competes with other national, regional, and local retail and departments stores. Nordstrom’s top competition comes from retail stores that sell similar lines of apparel such as Neiman Marcus, Saks Fifth Avenue, Dillard’s, and other high-end fashion retailers. Nordstrom shares many characteristic with other retailers such as their generous exchange policy, superior customer service, the product quality. 2. Describe Nordstrom's level of service on the continuum from full service to self-service. Give an example of a store that would be on the opposite end of the continuum and explain their differences. Moving from full service to self-service paid...
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...organization because it is an online shoe store that sells name brand designers that is half the priced than an original shoe store within a mall. Nick Swinmurn, who started the online shoe retailer Zappos.com, founded this organization in 1999. His original idea was to generate a web site that presented great quality of selections of brands, styles, colors, sizes, and widths of the shoes. By 2010, Zappos had grown so much that there was need to restructure the company so that we could continue to offer customers the very best service possible. For us to have the flexibility to possibly sell anything and everything one day, we needed to make this change. On May 1, 2010, Zappos was restructured into ten separate companies under the Zappos Family umbrella "The Zappos Family Story." Zappos is just like any other organization that holds a culture of values of their organization. There unique culture provides ten family core values that their organization stand firm about business. Their first value is Deliver WOW Through Service, at Zappos anything worth doing is worth doing with WOW. They distinguish that value short and simply but it encompasses things with the organization. The philosophy at Zappos is to WOW with service and experience, not with anything that relates directly to monetary compensation. Number 2 Embrace and Drive Change, their value is part of being in a growing company is that change is constant. Number 3 Create Fun and A Little Weirdness, one of the things that make Zappos...
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...How do you define creativity? What makes something creative? Many questions arise when something is labeled creative. When Blake Mycoskie came up with Toms shoes he was thinking of a creative way to put shoes on people of needs feet and make money at the same time. Toms shoes is a is a for profit organization that donates a pair of shoes to a child in need every time a consumer buys a pair. Toms shoes is considered creative because his idea is novel and appropriate as well as socially acceptable. The product started as a little c and over time became a big c. This is how Sawyer defines creativity. Over the course of this paper I will give you the background of Toms shoes and how it evolved from the little c to big c. So one may ask what makes something creative? Creativity refers to when a person creates a product or a solution that is labeled as new and is valuable. The creator could label the product as new and then society or the person buying the product will label it as novel. Since not all creative people are alike it is hard to justify something creative. It is said that something has to be able to be repeated or tweeked in order to be creative. Things on the little c creativity scale is said to just imply basic functions whereas creative products on the big c level are up for Pulitzer and Nobel prize awards. You can see the difference between the two in that type of analogy. Blake Mycoskie has always had dreams of starting his own businesses and building it...
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... July 02, 2012 Defining Marketing Society would be a boring place to live in if individuals had only one choice when one purchased products. Marketing has made it possible for organizations to compete in a free marketplace. This paper will offer definitions of marketing, offer examples of organizations that use marketing, and establish the importance of marketing for these organizations. Defining marketing. To begin looking into organization success in marketing, one must pull from some definitions of marketing. According to this myself, marketing is the effect of the consumers’ choice of a product by offering a variety to select from before purchasing. To purchase an item several deterring factor are put into account such as price, brand, or quality. The AMA (American Marketing Association) defines marketing as “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2012, para. 2). Merriam Webster dictionary defines marketing as the act or process of selling or purchasing in a market; the process or technique of promoting, selling, and distributing a product or service (Merriam Webster, 2012, para. 2). Each definition has components that are parallel. These parallel points include consumers, products,...
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...“Nordstrom: How to Succeed by Selling Just One Shoe” Hassan Suluki Strayer University MKT 100 02/24/2011 “Nordstrom: How to Succeed by Selling Just One Shoe” Identify the type of retailer that Nordstrom’s is classified as and describe the characteristics it shares with other retailers of this type. A store like Nordstrom has built a successful model on availability of knowledgeable salespeople, and other luxury or near-luxury retailers would be advised to pay attention. But a mass retailer like Target is not dependent on “high touch” customer service; rather, the most important things it can do to satisfy its shoppers are to ensure that goods are on the shelf and the checkout process is efficient. As more consumers migrate to “mission shopping” (walking into a store looking for a specific item), the self-service model becomes more important. Consumers are also becoming accustomed to more control through online and mobile shopping. But there is still a place for good CRM, even in the most hands-off models of “customer service.” Nordstrom is classified as an Upscale Department Store Chain. Today, Nordstrom is one of the nation's leading fashion retailers, offering a wide variety of fine quality apparel, shoes and accessories for men, women and children at stores across the country. Nordstrom shares the same characteristics as Macy’s, JC Penny's and Dillard's who also sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings...
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...“Nordstrom: How to Succeed by Selling Just One Shoe” Identify the type of retailer that Nordstrom’s is classified as and describe the characteristics it shares with other retailers of this type. A store like Nordstrom has built a successful model on availability of knowledgeable salespeople, and other luxury or near-luxury retailers would be advised to pay attention. But a mass retailer like Target is not dependent on “high touch” customer service; rather, the most important things it can do to satisfy its shoppers are to ensure that goods are on the shelf and the checkout process is efficient. As more consumers migrate to “mission shopping” (walking into a store looking for a specific item), the self-service model becomes more important. Consumers are also becoming accustomed to more control through online and mobile shopping. But there is still a place for good CRM, even in the most hands-off models of “customer service.” Nordstrom is classified as an Upscale Department Store Chain. Today, Nordstrom is one of the nation's leading fashion retailers, offering a wide variety of fine quality apparel, shoes and accessories for men, women and children at stores across the country. Nordstrom shares the same characteristics as Macy’s, JC Penny's and Dillard's who also sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings. They all have built their thriving business on the principles of quality, value, selection and service...
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...SUMMARY NIKE INC. In an effort to become one of the world’s leading designers, marketers, and distributors of athletic footwear, apparel, equipment, and accessories, Nike Inc. started with two visionary men who transformed themselves into one of the top selling brands in the athletic shoe industry. Through taking chances and understanding customers needs, Nike Inc. has established a large market position and strong brand equity. Nike Inc. understood early in its history that aligning its products with top athletes like Tiger Woods, Lance Armstrong and Michael Jordan, would propel the Nike brand to the very top. Nike also fostered endorsements with both individuals and associations like the NFL. Nike also takes into consideration the impact of giving back, having a positive Corporate Social Responsibility and being environmentally conscious. At the same time Nike experienced setbacks due to their dependence on third party manufacturers and having limited control. Nike Better World CSR Campaign targets smaller waste output (carbon footprint) and paying closer attention to the way their products are being manufactured (labor force) helping Nike to get back in good standing with consumers. Because, the market for sporting goods is intensely competitive, it is important for Nike to realize that it is not just the young “hip” generation that is going to keep them on top. The older “Baby Boomers” can help them to succeed too; this generation is known for being the loyal...
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...the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in this paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I have added quotes whenever I used more than three consecutive words from another writer. I also certify that this paper was prepared by me specifically for this course. ------------------------------------------------- Student’s Signature: ______________________________ ------------------------------------------------- Instructor’s Grade on Assignment: Instructor’s Comments: Zappos Organization description Zappos can be described as an unconventional organization for its nature of being one of the most transformational business success stories of our time. It is an internet company that began by offering shoes online and went from virtually no sales to $1 billion in annual gross merchandise sales over a 10 year period, despite minimal advertising. Company offers a wide variety of online merchandise including clothing accessories, home furnishing and much more. Company was founded in 1999 in is based in Henderson, Nevada. As November 1, 2009, Zappos.com, Inc. operates as a subsidiary of Amazon.com Inc. Culture Zappos consciously creates and reinforces its corporate culture. The work environment provided for employees will not attract every job...
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...The Shoe Store Incident HRM 546 The Shoe Store Incident Our regional office for FJN Incorporated has been tasked by one of their regional store managers in trying to help solve a scenario that may cause internal or external discrimination if not properly address. FJN Inc. needs to find a happy median that satisfies all the parties involved and ultimately gives the customer first class service. FJN Inc. wants to ensure that their regional offices are meeting the policies that they have put into practices. Three things that have the owner must do: adhere to policy, don’t discriminate, and meet the customer’s needs. To ensure they meet all these needs the regional managers need to refresh Bob’s memory on Title VII of the Civil Rights Act of 1964 and also abide by public policy that protects any harm to the employee or the customer’s satisfaction. To ensure Bob thoroughly thought the issue out FJN Inc. management advised Imelda that Tom will be available to assist her in choosing the best shoes that meet all her expectations. If Imelda insists then FJN Inc. management will explain to her in a professional manner about our company policy and how is upholds equality within the company. Management will also let her know that in order for the company to continue to have good relationship with their employees is to enforce the company policy which includes employees rotate on a daily basis. By law, it is the person’s ability to perform...
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...built branded franchises across the many facets of family entertainment. Their brand continues to succeed in taking a core idea, developing it through film and television, and then extending the property into toys/merchandising, theme parks, DVDs, and video games. They have gained even more popularity among gamers for its highly anticipated Disney Infinity video game platform that debuted two months ago with its Toy Story in Space Play Set. By bridging the gap between action figures and gaming, inclusion of Disney characters and Pixar characters into the same environment, Disney has succeeded in engaging a new generation. By adapting and evolving with its consumers, they have remained popular, relatable, and successful. And according to Interbrand, “as long as they continue to evolve how its core brand delivers against the ideas that have made it relevant for generations, the company will continue to be one of the world’s most valuable entertainment and media powerhouses for the foreseeable future.” Disney’s brand has been imbedded into million’s of hearts world wide for decades. When you see their brand on toys, products, theme parks, movies, you relate them to being kid-friendly, family-approved, and of a happy nature. Disney brings smiles to consumers as well as meaningful life lessons. BMW: BMW is highly associated with its brand equity. They have a high brand image based on how they target their audience and their pricing. Owning a BMW brand car is symbolic of prestige and...
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...comfort level and price. Sneakers have developed into a fashion statement as sneaker companies are developing new ideas that separate themselves from the competition such as color scheme and material. The sneaker industry is booming, but if it was not for one particular company that started the sneaker product, who really knows how much of an impact sneakers would have on billions of people. All sneaker companies need to recognize and appreciate Marquis M. Converse for creating Converse sneakers, which 60 percent of Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones...
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...Case Background Henry Sy and John Gokongwei were both born very poor. This situation, one may conclude, served as a blessing for the two most celebrated entrepreneurs in the Philippines on their journey to wealth. Shoeless and with only clothes on his back, Henry Sy started his entrepreneurial career by tending at his father’s sari-sari store in Cebu. But Henry dreamed of something big for his future. He dreamed of having his own business to provide him enough money. In 1945, he put up a small shoe store in Carriedo, Quiapo. From then on, that humble shoe store became Shoemart (commonly known as “SM”). Since there was a constant pouring of capital back into this venture, he then expanded into textiles and household goods and was then opening outlets to selected parts of the country, centering at the Metropolis. On the other hand, John Go (“kongwei” meaning “bright” was suffixed later to his name later) started his road to success by hawking wares in Cebu. This led to his dream of building his own retailing kingdom. He first started by trading and manufacturing corn starch in 1955 and has soon expanded into supplying groceries and animal foodstuffs in bulk. Later, he ventured also in textiles, banking and real estate, hotels and shopping complex developments. The abrupt expansion of the enterprises of the two business tycoons marked the start of a period of transition for the business empire built over the past three decades by...
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...playing sports has been the biggest passion of my life as well as most knowledgeable. I am familiar with the different types of sports as well as the products used and needed by athletes to succeed. Being a product tester for Men’s basketball shoes at Nike allows me to help give my insight into their decisions about what works and what needs to be changed in order to make a better product. With Nike headquarters being based out of Beaverton Oregon, and having such an extensive background in sports and input into current products for Nike, working there seems like the most logical and ideal choice for me. Situational Analysis: Customer: Nike is the largest distributor or sports attire and is located all around the world. For a long time, Nike was known for only the most popular sports, but as of recently they have been breaking into every sport out there. More and more people want to wear athletic clothes even if they are not doing something active, and the trends continue to change with Nike matching pace with it. They have careers all around the world, ranging in anything one could think of from marketing and advertising, management, retail associates to even accounting. Being a company founded by a CEO who went to the University of Oregon, attending the same school in one good way to try and get into the company. Nike is always in need of good young intelligent people who have a passion not necessarily for sports, but for living an active lifestyle. Characteristics...
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