Shopping addicts beware: one of your favorite luxury retailers has just made it that much easier to shop through your mobile device by allowing text mesage mobile shopping. The higher-ups at Nordstrom are determined to solidify their foothold in the e-commerce world, and with their new tech tool that allows shopping via text, they’re well on their way.
Text mesage mobile shopping is certainly a method of encouraging overspending. The new text shopping service - TextStyle - allows consumers to make purchases based on recommendations sent over the phone by a personal shopper or by a favorite salesperson. The tool allows Nordstrom to remain competitive, as the store and fellow luxury retailers are engaged in a race to provide customers with new shopping options and related technology.
Nordstrom currently gets 21 percent of its revenue from e-commerce. The company’s multi-year, $1.5 billion plan is all about “pushing its tech firepower forward,” especially as rivals such as Barneys New York, Macy’s, and Neiman Marcus are also spending a lot on retail tech.
TextStyle is a proprietary NEXT opt-in, a secure one-on-one service that allows Nordstrom customers to get in touch with sales associates through text message if that’s their prefered communication method. A shopper or the salesperson sends private messages with an image or description of the product, and if interested, the shopper sends a “buy” reply and enters a unique code. The transaction is complete using the shopper’s account at nordstrom.com.
Since personalized service is a huge component of luxury shopping, it makes perfect sense to incorporate such service into e-commerce. Neiman Marcus gave its 5,000 salespeople Apple iPhones some four years ago so they could text customers about the latest designer handbag or shoe arrival.
“TextStyle is an important step forward in our efforts to connect with customers on their terms,” Scott Jones, Nordstrom’s VP of Personalization, told Fortune, remarking that the tool is a way the retailer is hoping to be “relevant for customers.”
Both Norstrom’s TextStyle and Neiman Marcus’s iPhone-armed sales associates are hailed as the “little black book associates” of the 21st century. Luxury retailers have always kept tabs on their best customers and what they liked to purchase, and are simply reformatting their “books” in regards to e-commerce.
Which other luxury retailers will follow Nordstrom and Neiman Marcus and create their own shopping apps and allow text mesage mobile shopping? Most likely all of them, especially since e-commerce isn’t going anywhere anytime soon.