What: The annual Nordstrom Anniversary sale uses a scarcity strategy in order to strengthen customer excitement and engagement.

Why it’s important: By selling more brands but fewer items, offering new services and experiences and contributing to strengthening customer engagement, the luxury department has established compelling merchandise.

Every year, Nordstrom’s Anniversary event lasts about a month and is staged across the entire Nordstrom 100-unit department store fleet, and its website.

This year, one hundred brands were added to the assortment and discounts of 25 to 40 percent were given to Nordstrom’s most loyal customers.

However, designers and brands are selling much fewer items, creating a sense of urgency and exclusivity for everyone.

Nordstrom’s Perennial Blockbuster - The Anniversary Sale