the company philosophy, as presented in Figure 5.3.5, and in part it derives
from a dedicated family intent on redefining the future of retailing. There
is no other establishment that has sustained the passion of its vision
through so many generations. Two generations is unusual, three is
unheard of.^27 Nordstrom is in its fourth generation, with seven Nordstrom
family members working up through key positions in the ranks.
Co-president John Whitacre states, ‘This is a people-driven business. I
spent most of Sunday reviewing the 20 entries for a “Make Nordstrom
Special” competition in our Seattle Region. I’ll go out there tomorrow,
acknowledge each entry, pick the top seven and explain why, then give
394 Relationship Marketing
At Nordstrom, we have a strong belief in an individualized approach to fashion. Each
of our stores has been carefully tailored to reflect the lifestyles of the customers in
the surrounding area. Our wide selection of shoes, apparel and accessories are
showcased in a variety of distinctive ‘shops’ that are rich in color, texture and design.
Your buyers work closely with top quality manufacturers from here and abroad to
obtain the best values, the most unique items and the widest selections for our cus-
tomers.
We encourage you to keep notes on your customers’ sizes and preferences,
and to let them know when something that may be of interest to them arrives in
the store. This type of customer service is our company’s greatest strength.
Friendliness, courtesy and a sincere desire to help is the rule rather than the excep-
tion. A perfect example of this belief is our return policy. If one of your customers
isn’t completely satisfied with their purchase – for whatever reason – take it back,
no questions asked. And, always remember to do it with a smile!
We also encourage you to present your own ideas.Your buyers have a great
deal of autonomy, and are encouraged to seek out and promote new fashion direc-
tions at all times.This distribution of responsibility fosters enthusiasm and loyalty in
all of our employees – toward both our company and our customers. Creativity and
motivation are often quickly rewarded, as promotions are made almost exclusively
from within.
Nordstrom has a strong open-door policy and we encourage you to share
your concerns, suggestions and ideas. This results in an environment of open com-
munication which allows us to resolve any situation internally.The information pro-
vided within this folder will help you to be successful with this company. However,
nothing in this folder, nor in our guidelines, constitutes an employment contract.The
information we have provided is subject to change at any time.
The Nordstrom philosophy of quality, selection, value and service began in
1901, when John W. Nordstrom opened his first shoe store in Seattle. It is the foun-
dation of our company’s growth and success. We currently have stores in
Washington, Oregon, California, Alaska, Utah and on the East Coast. And with a
continuing commitment to these beliefs and employees such as yourself, we can face
our future challenges with confidence.Figure 5.3.5 The Nordstrom philosophy.