One of the lower points of my life was applying to work in retail. I had been my own boss for eight years. Unexpectedly, the company I had partnered with closed its doors. Had I just wasted the last eight years? I really put my heart and soul into becoming a top salesperson in that company. I had already stretched myself by becoming a sales associate. Working in retail was not what I had aspired to be in life, however, I do enjoy a good discount. It seemed like my only option.
This was where life brought me. Working retail allowed me to work around my kids’ schedules. I was humbled to join the retail community. However, there was something different about becoming a sales associate at Nordstrom.
My career at Nordstrom started in the Kidswear department. I called Kidswear home for almost nine years. Working as a sales associate in Kidswear may have been a low point in my career, but it’s at the lowest points of our lives that we learn the greatest lessons. While working at Nordstrom, I admit to learning some valuable lessons.
I was fortunate to learn some amazing lessons because Nordstrom’s culture encourages entrepreneurial, motivated men and women to contribute extra effort and give customer service that is unique. The system they follow is simple, “We out service, not outsmart,” which is a typical Nordstromism. The Nordstrom family encourages their sales associates to use good judgment in all situations. The number one goal is to do virtually whatever it takes to satisfy the customer. I could do that.
What makes Nordstrom so unique? The chain is family-owned and is geared toward middle- to upper-income women and men, Nordstrom gives its employees the freedom to make decisions. And Nordstrom management is willing to live with those decisions. They feel giving away responsibility and authority is the ultimate expression of leadership.
I learned quickly that people who don’t want to sell will never survive. Retail is not for everybody. Motivated employees perform outstanding acts of customer service, which are part of the Nordstrom mystique. Demands and expectations are high. The people who succeed enjoy working in an unrestricted environment. Nordstrom’s best salespeople will do virtually everything possible to ensure that a shopper leaves the store a satisfied customer.
Ironically, after leaving retail and Nordstrom, the lessons I learned resonated more when I finally had the opportunity to read, The Nordstrom Way. This is a book that gives an inside look at what makes Nordstrom so successful and how their primary focus is the customer.
Brothers Everett, Elmer, and Loyd Nordstrom instituted many of the principles by which Nordstrom is run today. Their father, John W. Nordstrom, founded Nordstrom in 1901. One of the distinctive principles is that Nordstrom looks for people who genuinely like people; who find satisfaction in helping others, in going out of their way to be of service. This creates a distinctive culture which separates Nordstrom from all competition.
Employees are trained to always make a decision that favors the customer before the company. They are never criticized for doing too much for a customer; they are criticized for doing too little.
Empowering the people on the sales floor with the freedom to accept returned merchandise (even when the damage was done by the customer) is the most noticeable illustration of the Nordstrom culture. There is some abuse to this policy by dishonest customers. Instead, their philosophy is a desire to not punish the many for the dishonesty of a few. Nordstrom wants to keep happy “the 98 percent of the people who are honest.”
Empowerment is encouraged, as well as an entrepreneurial initiative. Employee compensation is based on sales commissions. Along with commission, an employee profit-sharing retirement plan inspires motivation and encourages loyalty.
Every Nordstrom store manager’s goal is to entice their customers to never leave their store. A customer can enjoy a store experience through the design with marble detailing and mahogany columns. Whether it’s a facial or indulging on a Nordstrom spa experience that is added to the purchase of a pair of shoes, handbag, accessories, and matching dress will only allow time for lunch, a cookie, or a coffee at the Ebar before rushing out from another memorable experience.
These days whether people are shopping for the fun of it or as retail therapy, there’s nothing like the Nordstrom experience which feels like home. Nordstrom creates a setting to allow customers to get in and out of the stores as quickly and easily as possible by keeping departments arranged according to lifestyle. This allows the Nordstrom customer to circulate and shop through the entire store every time they shop.
And if you choose to use a fitting room, ease and comfort come to mind. The fitting rooms are large, carpeted, and are furnished with upholstered chairs or sofas, at times tables, lamps, and other essentials. Their focus on comfort and warmth is evident.
Nordstrom differentiates itself from the competition by being above the competition. There really is no competition for Nordstrom. That is their supreme advantage. By empowering their employees to give great customer service, the Nordstrom family will always project the image all customers desire.
Covid created change that was inevitable for the retail industry, as well as me personally. I made the change to leave the industry because I was excited to move forward as an entrepreneur. Although applying for a position in retail was quite humbling for me nine years ago, there were several lessons I am grateful for during my tenure. Applying to work in retail was a low point in my life, however, the lessons learned were invaluable.
I’m grateful to hear that Nordstrom has shifted along with the changes covid created. They are still committed to not only an amazing customer experience but also focused on providing the best employee experience responding to the changing needs from this pandemic.
It is exciting to watch from the sidelines that they recognize the role of survival last year which brought innovation. As a customer and an entrepreneur, it’s exciting to see Nordstrom look ahead.
