What: Neiman Marcus Group’s new awards program is geared toward benefitting designers and customers to bring greater exclusivity and business to Neiman’s.

Why it is important: The new awards program will be distinguished from others through giving brands greater exposure to customers, strengthening loyalty with existing customers, and giving the group a competitive advantage over other department stores with stronger brand partnerships.

NMG awards signal greater exposure for the honored designers and their brands to the US market and are intended to introduce these brands to new customers while also strengthening loyalty among existing customers.

The luxury retailer’s awards is a 360-degree platform for elevating a designer’s distribution across NMG’s three selling channels and furthering its “retail-tainment” strategy.

The awards are distinguished from others as they have a platform that is backed by its merchandise and marketing engines. Additionally, the awards will allow Neiman’s to strengthen its relationships with designers and have a competitive advantage over other companies.

Additionally, the platform gives brands the space and opportunity to create a significant impact on customers as they tell their stories and express themselves through all of Neiman’s channels. This will involve the retailer’s associates selling to clients remotely and in turn strengthen sales.

The group is able to tap into the power of their sales associates and the relationships they have with clients through the platform as they sell remotely to clients. NMG reports that clients who have relationships with sales associates are spending 12 times more than other customers and customers who shop across channels spend five times more than customers that only shop in one channel.

The strategy behind the NMG awards