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Nordstrom tests new in-store experience in bid to become best fashion retailer in a digital world

Nordstrom shares slumped 6 percent as the event unfolded but recovered slightly as the day went on. The company’s confident outlook comes just a few months after it suspended plans to take the company off the public markets. Today, Nordstrom has 373 stores in the U.S., Canada and Puerto Rico, 239 of which are Nordstrom Rack stores. As companies continue to grapple with online retail, many of the largest retailers are working to figure out how to best blend their in-store and digital experiences. Walmart has made a flurry of moves in what retail wonks call “omni-channel” in recent months as have other large companies like Target and Kroger. Even Amazon is making a huge push in this direction. The tech giant has spent the last few years building up a big brick-and-mortar footprint to complement its online presence, primarily through the purchase of Whole Foods Market. Despite Amazon’s stranglehold on e-commerce and its growing brick-and-mortar portfolio, Nordstrom executives downplayed the threat posted by the tech giant. Very few of Nordstrom’s top selling items or brands are available on Amazon, said co-president Erik Nordstrom. He was quick to distinguish between marketplaces like Amazon, which aim to sell pretty much everything, and Nordstrom.

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