720 Designer Immersion Training

Getting Started Basics

Get to know your Department Opening and closing procedures Department team Merchandise and “What we Stand For” Product Knowledge – try on, vendors, features &

benefits Stock room Outgoing merchandise Sensor tags Mobile POS and check in / out process (if applicable) Using the phone – tie line, transferring calls NQC process

Understanding your job expectations

Coaching Guide Productivity goal Taking returns graciously Return Alt Lookup / Non

Recall Exchange / rewrite

guidelines Merch search DTCs – status, follow-up Nordstrom Order Manager

(NOM) Security with customer

information Pacesetter Expectations

Charge Sends Alterations / Repairs Register reads / Flash Red Book Scanning tickets and price

accuracy Customer Own Goods

(COG) Floor presentation –

cleaning, straightening Working safely

Nordstrom Best Practices Immediately greet and approach

customers (10 second rule) Acknowledge every customer

when they enter your department Walk ALL packages around the

cash wrap Always try and use your

customer’s name Never point! Offer to order (DTC) any item not

in store On the aisle with a smile! Hold the door for others Refrain from personal cell phone

use on the floor Always know your department and

personal sales goals Have your biz cards handy at all

times

Follow up! Send thank you notes or emails Pick up trash when you see it,

throughout the store Answer phone quickly and with a

friendly tone, stating your name and your dept

Don’t chew gum on the floor Help customers carry out their

packages if needed Use employee parking Always ask if your customer will

be using their Nordstrom card today

Let customers on the escalator in front of you

Never simply say “no” to a customer

What is Designer?

Complete the eLearn independently Discuss after- what did you learn/ how does it

apply to your new role? You need to:

Have an understanding of the designer industry Garment construction

facts/processes/understanding Nordstrom history with the designer vendors

(esp the ones in store, start there then expand to others)

5 Designer Core Values @ Nordy

1. Build the relationship2. Treat every customer uniquely3. Love your product4. Find the romance!5. Details matter

1. Building the relationship

All starts with communication and trust- not hard selling!(customer has to trust that your’e not in it just for the $$)

Be Honest! (if it doesn’t look good, tell them and suggest something else; WOM biz is not going to be positive if they leave in the wrong outfit/ill fitting; get them to trust you to know what they like and what will look good on them before they even know!)

Communicate CONSISTENTLY (ALMOST LIKE A FRIENDSHIP)

“Our people that have good books and USE THEM, make good incomes without exception.” John Nordstrom

Example of building the relationship through effective communication

Amber met a new customer, Sharon, on the floor who was browsing for a few pieces to update her fall wardrobe. After a great fitting room experience resulting in a sale of over $3,500, Amber made sure to do several things as she rang up Sharon at the cash wrap.1. She briefly filled Sharon in on the Personal Book tool and informed her that she was adding her

to her own, if that was ok? Sharon immediately said yes, and was impressed by Amber’s initiative2. Amber then placed her DTC order for Sharon’s pant size not available in store. She told Sharon

she would be following up in a few days and asked what form of communication she preferred. Sharon said either phone call or email would be great.

3. After Sharon left the store, Amber wrote out a handwritten thank you note, simply thanking Sharon for her business and the pleasure of meeting her. She also added a date reminder in PB for the upcoming event Sharon had mentioned that she would be wearing one of her new outfits to, along with a note detailing Sharon’s favorite brands and silhouettes.

4. A week later, she followed up regarding the order and made sure Sharon had received it/updated shipping info

5. A few days after that, Amber sent Sharon a quick email blast : Asking how her event went/how much everyone loved her new outfit A quick FYI about an upcoming trunk show Sharon would love

Sharon was so surprised and impressed by the follow up communication (as well as in store experience) provided by Amber, that she quickly became a regular customer of Amber’s and Nordstrom Dallas Galleria. Sharon had been a top customer of a neighboring retailer, but because of the competitive edge Amber created through her efforts to service Sharon above and beyond expectations, Sharon decided to shop mainly with Amber only, since she felt important every time she worked with Amber.

Navigating Personal Book (PB)

Logging in* Home screen functions* Inviting/adding customers to your book* Follow up options* Customer To-Dos DTC follow ups Today’s Customers Emailing customers Customer Lists Customer overviews

Day 1 of Personal Book

Logging in; you will need to sign up first.

After you log in, you will be directed to the PB home page. Here, you can: Prioritize your day Stay organized Build your biz

Send customer emails

Creates reminders to keep organized

Quickly update holds and alts

View, edit and add customersWhere you go to pull customer lists

Plan out your day, keep track of appointment times

Shows customer follow-ups that need to be completed

2. Every customer is unique

Customers WANT TO BE WOOED! ( not just one in a crowd, want both unique looks and service catered to them specifically)

Common denominators: expectation for luxury and quality, interest or are fashion forward

Any customer can become a designer one (remove physical stereotypes of who our customers should be or look like, all walks of life, help them elevate their wardrobe!)

Personalize your service and deliver it on your customer’s terms (ie do they prefer text, calls, emails? Frequent or monthly touchbases? Very professional and respectful tones or more friend oriented?)

How can I make my customer feel unique?

Invite the Customer back! TIP: Many salespeople miss the

opportunity to invite the customer back to the store. Never end your sale without setting a follow-up or stating a “next time” opportunity. Events, PKs, trunk shows, new product,

triple pts, etc.

3. Love your product

Know the fabrication and details for each piece on your floor!(adds value to your convos with customers, allows you to quickly find pieces that meet their needs)

Know what you have, what’s orderable and what’s coming (gives you confidence in your interactions with customers, great convo starters for new foot traffic customers browsing)

Find the pieces you love and advocate them! Let your personality be seen by your customers through your unique sense of style!

Ideas for ways to learn about your product!

Create a list of “must haves” for your customer and WHY! Hang up in backroom to remind yourself!

Choose a vendor a week to get “close and personal” with; research with your team then practice sharing your learnings with your customers

Pick out “sticker shock items” and practice selling them

Practice describing the fit and details of different pieces to your manager, as if they were the customer

Ask questions when vendors come to visit! Have a running list of ones that come up on the floor

Keep latest lookbooks close by and review during slow times

“Pass it on” Make a habit of sharing new info with

team members who come in after you

Find ways to utilize peers and stylists to help you style and sell items you don’t personally like

Read product labels/hang tags during slow times to learn: Fabric content Care instructions Season info Any other specific garment details

Try it on or have a team member model new product arrivals: The more body types and skin

tones the better! Discuss what you like/don’t

Learn 3 benefits/ 3 features to all of your fave items

Practice selling a “skeptical” item” to your manager, ie wrinkle free, washable silk, etc

Check out the competition; who are they, what do they do better, how can you compete

4. Find the romance

Passion for the product separates the good from the great

Use/learn/practice elevated and accurate vocab when describing and presenting our product to your customers (simple four letter words won’t do in designer; and if we can’t speak to the benefits and detail in our product, why would your customer be interested/ be willing to pay the extra designer price tag cost?

Vocabulary UpdateSelling Vocabulary: Words like “nice,” “pretty,” and “cute” carry little conviction.

Build a vocabulary of descriptive terms, which convey the fashion power of your merchandise:

LuxuriousElegantStunningFunctional FreshVersatileSimpleStrikingSportyUtilitarianMilitary InspiredDurableBeautiful washes

UnderstatedSophisticatedTailoredUpdatedExcellent value (never “cheap”)Refined EdgyFeminineClassicBoho ChicRetroMinimalPolishedSeason-lessTimeless

5. Details matter

Even the smallest things matter: Product presentation Back of the house organization Remembering customer details ie their

events, favorite designers, fun facts, etc

All of these factors come together to create a seamless experience for your customer every time!

Tips for remembering the details for each customer♦ Use their name as much you can throughout each

interaction (saying their name 3 times within the first 5 minutes of meeting a new customer will help you remember it for the long run)

♦ Remember their previous visits and purchases ♦ Remember Birthdays, Anniversaries, special

occasions, etc.

All of these details can be inputted and saved in PB, under purchase history, customer preferences, and follow up tabs found under your customers name and phone number. Review these before they come in for an appointment!

Nordstrom Differences for Designer YOU! Reservations On Approvals (limited) Surprise & Delight Repairs (either through our Alteration dept or

vendor specific options paid for by the store) Made to Measure suits On Site tailors On site shoe shines Personal stylist program

Any differences/similarities compared to past employers??

Reservations and On Approvals

On Approvals: Product can be sent to the customer’s own home (along

with you) so they can preview/try on before purchasing Essentially we can provide our exceptional fitting room

experience in the comforts of their own home***has to be approved by SM and reserved for top department

customers Reservations:

Ability to preview and select product before it hits the floor (pre-sell)

Done on Ipad or on a desktop Review the process Still have to follow up daily

Surprise & Delight

Lunch in the fitting room Favorite coffee drink upon arrival Spa day Flowers Anything that will surprise and delight your

customer!***Check with your manager beforehand on

what is possible/what isn’t, be appropriate and get creative!!!

Resources

We have many designer specific resources at your disposal as a salesperson in this department

Review the following on a desktop with your DM: Designer Triangle Sharepoint

Main training site for designer divisions Weekly Playbooks Vendor specific guidelines on BizComm Designer Lookbook Site (BizComm) Reservation tool

Social Media Resources

Additional way to stay up to date with trends

Websites, blogs, Instagram, tumblr, Twitter, apps, etc

Just suggestions! Not mandatory, but gives us many more options for learning our product and about our customer

Examples of social media to follow Style.com ManRepeller Women’sWearDaily TheCoveteur NYTimesFashion SincerelyJules WhoWhatWear WeWoreWhat Nordstromhouston Nordstromscottsdale Songofstyle peaceloveshea

TheCut ElleUSA TheSartorialist StyleDotCom Stylebyfluent Jeffreyatlantanewyork Alwaysjudging Beyondthemag Stylishsarahnyc Thezoereport Damselindior fashionclimaxx2

NEXT App Allows sales people to safely and securely

text their customers from their personal IOS or Android device

No need to exchange personal contact info; this app generates a “new” number to use for the purpose of safely storing customer payment info and ensuring best communication practices are used by their Nordstrom sales person that provides the standard level of elevated customer service as would be given in store. Review NEXT app set up and best practices pdf

Styling Practices

Loving your product begins with knowing your department offerings!

Pull together three different looks for 3 different customers: Mid 30s mom Trendy, 30 something professional Older, more conservative woman in mid

60s

Questions to ask when pulling for a customer

Who is she? Where is she going? How else can these items be worn? What verbiage best describes these

pieces? Remember, keep it elevated!!!

“Never stop selling until the customer says NO!”

Designer Sizing & Fit

Women’s ApparelUSA 2 4 6 8 10 12 BRITISH 6 8 10 12 14 16 FRENCH 34 36 38 40 42 44 ITALIAN 36 38 40 42 44 46

Shoes USA 5 6 7 8 9 10 EUROPEAN 35 36 37 38 39 40

Understanding Our Customer

Designer customers can come from any walk of life, and EVERY customer has the potential to be one!

Review Designer Customer elearn and discuss after

Avoid stereotyping! Accessibility is KEY for all of our

customers!

Language of Love

Our vocabulary should match the sophistication level of our products

Say NO to “cute” and “cool” 4 letter words!! These are not elevated enough or informative about product attributes.

Your vocabulary should ALWAYS be expanding and developing!

Same principal applies to COLOR: “brown” versus “hazelnut”

Descriptors Amazing Extraordinary Classic Elegant Simplistic Highest quality Lasting Delicate Detailed Distinctive Magnificent Opulent Playful Quintessential Supple Svelte Symbolic Tailored Versatile

Edgy Effortless Enduring Exclusive Exquisite Feminine Functional Iconic Indulgent Intricate Luxurious Slenderizing Sophisticated Striking Stunning Sumptuous Tasteful Timeless Unique

ColorsBlue

Brown

GrayBlack

Green OrangePinkPurple

Red

White/CreamYellow

Cobalt, cornflower, indigo, navy, periwinkle, royal,

Amber, bronze, caramel, chestnut, coffee, fawn

Charcoal, heather, slate, stone, ash, smoky

Coal, ink, jet, raven, ebony, obsidian, pitch

Chartreuse, jade, sageApricot, copper, salmon, tangerine

Blush, punch, rosePlum, lavender, magenta, mauve,

iris, grapeBrick, crimson, scarlet, cherry,

ruby, rose, strawberry

Alabaster, eggshell, nude, ivory, pearl

Gold, lemon, citrine

Practice the language of love

Pull 5 different pieces from 5 different designers in the department and describe them to your manager using elevated, relevant word choices

Say all the word lists on previous slides one by one to make sure pronunciation is correct

Greet & Approach

How would you want to be greeted as a customer?

5 “Be’s” to our Greet & Approach @ Nordstrom

1. Be Yourself2. Be Curious3. Be Knowledgeable4. Be Influential5. Be Thankful

“The most critical step in selling may very well be your opening line.”

Be Yourself

Relate with the customer Be honest yet professional in all interactions Saying hello to customers is easy and costs

nothing. Think about this way: You’re at home, a friend knocks on your door. You open the door and say……….nothing? I don’t think so.

Greeting customers who walk in to our department are no different – make them feel welcome immediately by saying hello with a smile. If you are busy, tell them someone will be with them shortly.

Would you shop at a store where you were ignored???

Be CURIOUS

Why are they here? What are they looking for?

“Hi! What brings you in today?” Where are they going/what are they wearing it to? Approaches should be questions or statements that

encourage the customer and put them at EASE! Open-ended, NOT “Can I help you?” Sincere Unrelated to selling or product Icebreakers or convo starters

Icebreaker Topics Weather

“Is it still sweltering out there? Smart lady, staying indoors and away from that heat!”

Children (if they are shpping with their children, engage the kid!) “You look like you could use

a balloon!” Cue wink to the parents.

Sports ( are they wearing any personalized fan paraphernalia? “Rangers fan? Man, that was

a close game last night!”

Random fun fact, relating to the department or something the customer would relate to “Can you believe that

performance by Beyonce last night? If you didn’t watch the VMAS, you HAVE to check it out!

Sincere compliments (don’t do this every time; you need to actually mean it!) Hi! I love your scarf! Where

did you get that?!” Holidays

“Any plans for Valentines Day? Regardless, you should definitely treat yourself to something special in honor of the holiday!” Followed by a big smile and a wink.

Be Knowledgeable

Know your product beforehand and share relevant info with the customer about fit, fabrication, etc. “All of my customers today have been

going crazy over this new shade of purple. It’s unique to this designer, and the slouchy fit of the sweater could easily be dressed up and down with leggings or denim.”

Be INFLUENTIAL

Gauge your customer’s style and interests

GUIDE them through your department, floor or even store and purposefully point out pieces along the way “Hi! Have you seen the latest Akris fall

collection yet?! You have to see this piece we received today!! Here, let me show you.”

Fun Facts About Customer Approaches

Customers will seek help from a salesperson who looks (is) busy over one who isn’t…so stay busy! Dust, straighten, fold and avoid lounging behind the register!!

Wait until you are actually working with the customer before asking their name or giving out yours.

When a customer is waiting while you are helping another, you should always:1. Make eye contact2. Smile!!!3. Apologize for the delay4. Let them know someone will

be with them as soon as possible

The most effective location on your floor for optimum customer service and timely greetings is right by the hard aisle. Prime real estate!

Treat them like a guest in your home, ie: Offer their partner a seat Offer them water Take their shopping bags to hold

at the register and free up their hands to shop!

It’s not necessarily what you say, but how you say it that carries meaning, as 93 % of communication is non-verbal. (Words, 7%; Voice, 38%; Body

Language, 55%; UCLA.)

Be THANKFUL

Our customers are the reason we’re here…and they have an impact on your pay check!!

Thank them every time! Develop ongoing relationships with

your customers Keep your voice pleasant, enthusiastic

and respectful!

Permission to Re-approach

Even the best approaches and most veteran employees can get a “No thanks, I’m just looking” from a customer…but you still want to be available when that customer IS ready for help.

So instead of getting discouraged, or leaving the area, what should you say/do? “Great! Please have a look around. I’ll check

back with you in a few minutes, ok?”***This isn’t the time to give them your name or force a

sales pitch if they clearly aren't ready for help.

Designer Education

We need to be able to speak credibly with customers about designer brands we offer…often they are already familiar with the brand themselves.

The more knowledge we demonstrate, the more our customers trust us

Review the Design Dossier elearn Focus on designers carried in store first, and then

focus on out of store brands Discuss what you learned and how to apply on the

sales floor with customers

Akris Punto•“Spectacularly unspectacular”

•State of the art fashion that makes sense and fits effortlessly to the needs of today’s woman.

•Creativity and innovation meet wearibility, featuring architecturally inspired lines spun into timeless pieces.

•Fabrics play a crucial role. Designer Albert Kriemler has said, “ The design of every item begins with the fabric in my hand.”

•Quality, understated elegance. It’s all about the woman and her personality foremost, followed by her clothing secondarily.

AKRIS PUNTOAlbert Kriemler

AKRIS PUNTOMilestones

Established 90 years ago in 1922 Swiss designer and company 3rd generation family biz Akris strives on personal tradition,

regional roots and vertical integration House of Akris continues to evolve and

progress

Vendor Guidelines

Chanel guidelines Louis Vuitton Boutique returns Christian Louboutin and Boutique

guidelines