Usually brands uses influencers to showcase their products and advertise for a promotion or release. But now US department store Nordstrom has asked

Wendy Nguyen

, a 1.1 million followers Instagrammer, and other influencers, to participate in a campaign that would highlight Nordstrom’s new safety measures and “encourage people to experience what they built,” she said. The subsequent Instagram posts offer a glimpse into pandemic-era retailing and the ways stores are trying to bring shoppers back in person. The posts all praised Nordstrom’s safety measures, like mandatory masks, abundant hand sanitizer and adherence to social distancing. Multiple posts mentioned being able to shop “with peace of mind.”

Other companies are also planning influencer campaigns focused on store safety. Even before the coronavirus pandemic, retailers were struggling to get more people into stores. Now foot traffic to malls, including outdoor shopping centers, is down about 30 percent from last year.