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Dive Brief:
- Nordstrom is attempting to streamline the holiday shopping experience with a refreshed mobile app that leverages generative artificial intelligence, per a press release.
- Newly introduced trend reports rely on expertise from Nordstrom stylists and generative AI to deliver relevant trends. Other features include an improved search experience, personalized recommendations and a Style Swipes tool.
- Also part of the retailer’s strategy will be an immersive installation on Nov. 27 entitled “The Blizz on 57th Street” that will transform its flagship New York City location into a festive visual spectacle. The move from Nordstrom comes as other brands similarly build out their app experiences.
Dive Insight:
As generative AI grows in popularity, Nordstrom joins a handful of marketers incorporating the buzzy tech into their apps, including by offering deeper customization. AI could present a new opportunity for app developers by assisting with the product development tasks behind personalized experiences and regular app updates.
The enhancements to Nordstrom’s app are intended to bring the experience of in-person shopping to the online space. Included in the refresh is a new look and feel for the app’s homepage. Along with the trend reports feature is Style Swipes, a tool which makes product recommendations to consumers based on their habits and preferences. As consumers interact with the app, their experience will become more personalized through enhanced learning features, per release details.
For those who would still prefer to interact with a person, customers can also request a personal look from a stylist or schedule an appointment to visit in-store directly from the app. A holiday gift hub includes curated lists meant to streamline the shopping experience.
The app release is the cornerstone of the retailer’s holiday strategy, which will also include an immersive installation at Nordstrom’s flagship New York City location. The Nov. 27 takeover will include a cast of larger-than-life inflatable characters voiced by filmmaker and actor John Waters and actress Fran Drescher. The inflatables are inspired by fictional New York City staples, according to release details.
Nordstrom’s revamped app is the latest in a slew of recent app updates from a variety of brands. Last month, Revolve Group, parent of fashion brands Revolve and FWRD, launched a new mobile fashion game that puts players in the mode of a stylist searching collections for the perfect outfits. Meanwhile, QSR chains Burger King and Chick-fil-A recently launched new app experiences that include more functionality and content offerings.
