NEW YORK (CBSNewYork) — Nordstrom, one of the last big box retailers, is going against business trends and expanding it’s brick-and-mortar business with a three-floor store in the heart of New York City.
On Thursday, the Seattle-based chain will open a men’s clothing and grooming store at 57th Street and Broadway, and a women’s store will open across the street next year.
The 57th Street location joins several Nordstrom Rack stores operating in NYC, but this store will be the first to open under the chain’s main brand name.
Shoppers will be able to browse the traditional way, to shop on a screen and find items waiting in the fitting room to try on.
Since the city is the retailer’s largest online market, they want to expand on it with a space that will be cut from a different cloth. For example
Features available at Nordstrom’s store will include 24-hour in-person fulfillment of online orders, drop box returns on purchases and virtual mirrors allowing shoppers to see themselves in clothes before trying anything on. This tech will be featured side-by-side with old school services like shoe shiners and tailoring.
There’s snacks, an espresso bar, and even a real bar.
“(They) have to adapt to the change in consumer, we’ve now become a people of convenience of using these devices and being able to order online,” said shopper Michael Beltran while holding up his phone.
Using customer data, the retailer knows what to stock the store with. Some shoppers say department stores can still manage to lure them inside by using state-of-the art technology where you can pick out your merchandise all in one spot.
“It’s a risky time to open a three-story brick-and-mortar store, but if you’re going to do it somewhere, I think NYC and this neighborhood is the place to do it,” said retail expert Emily Sundberg.
“The online business has allowed us to get really good insight into what our customer is voting, for you’re able to see what they’re coming to Nordstrom for in a city that’s very well retailed,” said Nordstrom NYC vice president and general manager Chris Wanlass.
They do believe department stores have a future, but it’s all about being accessible wherever and whenever customers need. The Manhattan store serves as a test case for the future.