CH 3 From Exposure to Comprehension

 


Exposure: 

    When it comes to exposure, Nordstrom utilizes social media to promote and interact with consumers. They are active on Tik Tok, Instagram, Facebook, Pinterest, Twitter and etc. They also have a blog space and email newsletters. The company also has a podcast called the Nordy Pod which is hosted by the President of Nordstrom which is a pretty cool. They do not market themselves through TV or radio; they do however, use a third-party service to run ads on their behalf. Besides that, in-store they have strategically placed display tables with a select number of items. This ensures that customer are not overly simulated and elevates the shopping experience. 



Attention: 

    Nordstrom catches consumers' attention by participating in mobile advertising. Aimed at getting more customers in-store, the retail store's advertisements engage consumers with exclusive invites to in-store events such as the Beauty Bash events. These events were advertised online where consumers tapped on the ad and were taken to a page with an exclusive invitation to participating Nordstrom locations before the stores opened for free beauty goodies. The ad also provided assistance with the nearest participating location, add the event to their calendar, view store hours, and a click to call feature.  The ease of use and information is a great way to bring consumers in-store for Nordstrom. 



Perception:

    Nordstrom is a master at visual perception. Its eye-catching product presentation in-store is pleasing to consumers; expertly placed displays help consumers visualize and even want to try on products. The vast and spacious stores give ample room to have many displays throughout the store, thus activating consumers pre-attentive processing which brings attention to objects in our peripheral vision. Nordstrom does this to keep consumers shopping for longer periods of time and so creating a better chance consumers will make more purchases than planned. 



Comprehension:

    Mobile ads in the form of fashion tutorials, best gifts for the holiday, or best dresses for the holidays are great marketing strategies for Nordstrom. These ingenious short videos refer to objective comprehension marketing strategies where the company pushes for consumers to shop at Nordstrom without actually saying it, merely suggesting consumers might find great things if they do decide to go in-store. The video that follows is a TikTok ad with suggested gift ideas for Valentines day:














“Angela Romeo on TikTok.” TikTok, https://www.tiktok.com/@angelawearsit/video/7056151472244968750.

“Nordstrom Aims to Increase in-Store Foot Traffic with Mobile Advertising Campaign.” Marketing Dive, https://www.marketingdive.com/ex/mobilemarketer/cms/news/advertising/13326.html.

“Nordstrom's Marketing Strategy Focuses Customer Experience.” Sailthru, 16 Oct. 2020, https://www.sailthru.com/marketing-blog/written-nordstrom-marketing-strategy-their-difference-maker/. 

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