John Licata, VP of Sales for Stride Rite

This is so funny because I literally was just having this conversation with someone last week. I was telling them that if I were to shop at a department store it would definitely be Nordstrom’s because of their great selection and their customer service. Honestly, they have it figured out and why John’s opinion might be biased, it is the truth! Nordstrom’s employees are happy in their roles, are generally well paid and definitely grow. All important things that extend all the way through to the customer, so to the Norstrom’s executives, I say way to go!! . -Julia

The Influence of Nordstrom
It’s been a while since my last submission to shoebizness.com. With the launch of our spring ’10 collections, I’ve been flat out for the past six weeks or so, attending buy meetings and trade shows around the country. So needless to say, topical inspiration for a new article has been lacking. Well, a trip to Seattle this week is just what the doctor ordered! So I decided to write on one of my favorite topics and favorite retailers – Nordstrom.

Now most of you that know me will probably say that I’m biased when it comes to Nordstrom. I worked as a men’s shoe buyer for Nordstrom in San Francisco for six years during the late 80′s into the early 90′s, prior to going to work for Stride Rite. It was during these years that many of my deep convictions regarding business processes, customer service principles, and management skills were developed. To this day, these convictions continue to influence my core values and decision making.

So what inspired me to write on this topic? It was the immediate reminder as I stepped off the plane and began to walk through the Seattle airport, that Nordstrom has influenced Seattle and the Pacific Northwest for that matter, probably more than any other company over the past 100+ years.

The next time you’re in Seattle, take a close look at the business professionals and how well they’re dressed. Without a doubt, the professionals’ attire in this region stands out, probably rivaled only by those in Manhattan. You get the feeling that over the decades, professional salespeople at Nordstrom stores across the Northwest have been personally invested in raising the bar when it comes to personal appearance. It’s obvious that a high quality pair of shoes is a priority to the majority of professional consumers here.

Of course the other major impact, and one that Nordstrom is renowned for, is the area of customer service. This legendary service has permeated the Northwest retail scene. Without a doubt, customer service in retail stores throughout the Northwest out paces that of retailers in other parts of the country. The “southern hospitality” found in stores in Southern states probably comes closest, but Nordstrom-caliber service goes far beyond pleasant sales associates. Whether I’m shopping other department stores, big box discounters, or independent, specialty shops, I find that customer service in this region is typically stellar. I attribute that to the legacy and influence that dates back to Nordstrom’s founder, John W. Nordstrom, who opened his first shoe store in Seattle in 1901.

Not only has Nordstrom raised the bar on customer service over the last 100+ years, they have set the standard. Nordstrom is the poster child for customer service in the retail industry. Experts have studied the “Nordstrom way” for decades and dozens of books have been written on their culture and success, driven by their commitment to customer service that goes beyond expectations. Many companies have set out to mimic or exceed Nordstrom service levels – most have fallen short. Many industry veterans believe that perhaps Nordstrom has lost some of its legendary service luster as they’ve expanded and this may be true. However, I sense this is due more to societal issues and the rise of the self-service, big box retailers. Today’s consumer is different than he was 10-15 years ago, and attitudes and service expectations in the retail environment have changed for some. For my money, Nordstrom still sets the standard.

I think it’s important to note that even in today’s tough retail environment, other retailers, including independents and eCommerce sites such as zappos.com, continue to prove that outstanding customer service still pays back huge dividends. Whether you’re on the retail or wholesale side of the business, refocusing efforts and energies against your customers, making them the central point of your goals, strategies, policies, and future plans, can only improve your company’s performance. Thanks Nordstrom (and Seattle) for that timely reminder!

- John Licata
VP Sales
Stride Rite Corp