Nordstrom is jumping onto a tech-based shopping trend that’s proven popular in Asia: livestream shopping.
The Seattle-based department store announced this morning that it’s debuted a livestream shopping channel that gives customers real-time access to Nordstrom employees and experts in the beauty, fashion, and home categories—along with representatives from Nordstrom brand partners—during planned events broadcast live online, which shoppers can register for at nordstromrsvp.com/nlive.
Upcoming events include a Burberry virtual styling event (March 18) filmed in Nordstrom’s NYC Styling Lounge and featuring stylist José Ramón Reyes; a “How to Layer” virtual session (April 8) with jewelry designer Draya Michele and stylist Law Roach, who will share tips and tricks for styling with pieces from costume jewelry collection 8 Other Reasons; and a spring beauty event (April 17) with reps from Tom Ford, Clinique, Giorgio Armani, and Bobbi Brown.
Live personal appearances by beauty stars, including Anastasia Beverly Hills founder Anastasia Soare and makeup artist Charlotte Tilbury, are also planned.
During the shopping events, customers will be able to seamlessly shop products they see, and ask questions via a chat function.
“For much of our history, Nordstrom [has] supported discovery and built connections with customers in-store, one-on-one with our employees,” reads a prepared statement from Nordstrom. “In the past year, we have enabled our stylists to create and share shoppable style ideas on their social media platforms and launched virtual styling appointments. These digital styling capabilities translate our heritage of service in an increasingly digital world.”
In China, livestreaming is estimated to have accounted for about $125 billion in sales in 2020, up from $63 billion in 2019, Coresight said in a report abstracted in a CNBC article.
The department store retailer hosted 50 virtual events in 2020, and noted in its statement that the launch of its Livestream Shopping channel “marks the next evolution of our virtual experiences and digital shopping capabilities. We recognize the potential to engage with customers through highly personalized interactions that go beyond the transaction.”
Top: Nordstrom’s New York City store (photo courtesy of Nordstrom)
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