What: Nordstrom is launching a new Ambassador program in order to lure in the top VIP customers, much needed in order to increase margins for the company.

Why it is important: Personalisation and focus on services are key to convincing top customers to come and stay in the loyalty programs. However, Nordstrom is playing on two dimensions here as this new program also comes in with its equivalent in retail media, directed at brands, as announced during the NRF.

Nordstrom has introduced a Stylist Ambassador Program in its top 20 markets. The program includes top stylists who will help bring the Nordstrom experience to life on social media and at events. Nordstrom customers who engage with the styling services are some of the company's most loyal and frequent customers, spending seven times more than those who don't use the services.

This program launch comes at a crucial time for Nordstrom, as net sales and gross merchandise value decreased in Q3 2022 compared to the same period in 2021. The company has two new stores in Manhattan and is facing high rent expenses. The shift of the Anniversary Sales from Q3 to Q2 also negatively impacted net sales.

The Stylist Ambassador Program is one way for Nordstrom to personalize customer experiences and connect them with high-quality products.

Nordstrom launches Style Ambassador program to boost styling services