How does a company that has been around for more than 100 years still provide innovative and customer-focused service? For Nordstrom, it comes down to understanding customers and evolving the experience to meet their needs and exceed their expectations.

Shea Jensen, Nordstrom’s SVP Customer Experience, says the brand’s goal is to make customers feel good and look their best. But what sets Nordstrom apart is how the brand meets the customer where they are. Many other companies think of themselves as channels, but Nordstrom provides a complete omnichannel experience by considering itself a brand, not a channel.

Nordstrom’s digital transformation revolves around finding ways to win with customers in a digital world. The seamless experience between channels allows customers to get the great quality they depend on from Nordstrom no matter how they shop.

However, digital transformation didn’t mean completely abandoning physical stores. Instead, Nordstrom updated its physical locations and added extra services to make the experience as convenient and easy as possible. The goal is to provide access to the brand and its products at a time and place that works for customers. Nordstrom stores are for discovery and inspiration. Jensen says 35% of online purchases begin with moment of discovery in store and around 85% of customers who shop in store started their journey in some digital capacity. The company currently operates three Nordstrom Local stores that serve as service hubs with personal stylists, online order pickup and alterations that are right in the neighborhoods where customers live and work. Nordstrom Local customers spend twice as much as customers who don’t shop at Nordstrom Local. Jensen says the convenient touchpoint becomes part of their daily lives.

Nordstrom Local and traditional Nordstrom stores also use well-trained employees as personal stylists, but the services are often augmented with AI and new technology. The Style Board function allows salespeople to curate an assortment of products for a customer, send it to their phone and then be available for a live chat. When the customer is ready to purchase, it’s as simple as shopping on Nordstrom.com. The experience moves between channels in a way that makes sense for customers.

At Nordstrom, customers are in control. They choose how, when and where they shop, and Nordstrom works to provide a high-quality and personalized experience every time. The shopping journey is no longer linear, but creating a digitally driven omnichannel experience puts customers in the drivers’ seat and gives them control.