Create an Inviting Place
Brick-and-Mortar Still Matters
Everything we do is to enhance and romance the merchandise. We work to create a special place that feels inviting, warm, and comfortable.
—David Lindsey, vice president of store planning
Having launched more than 100 full-line stores in every corner of the United States, Nordstrom has perfected an opening day plan of attack that has the precision of U.S. forces invading Normandy on D-Day.
As we saw in Chapter 3, Nordstrom empowers veteran employees to open stores in new markets. Seeing how the Nordstrom Way travels is a tremendous growing and learning experience for all employees—both old-timers and rookies.
Opening day is the culmination of months of preparation by hundreds of employees, who for the first time are working together as a team. As the day draws closer, they meet both as department teams and the total store team, with every one of their colleagues. They hear directly from their store manager and members of the Nordstrom family, who attend every opening.
The final rally before the doors open is visibly emotional as the team focuses on their collective achievement—getting the store ready for customers. The store manager offers words of inspiration and thanks for being part of the opening team. Each department within the store is recognized for its contributions. The rally is fun and upbeat—many of the departments bring signs and props, and they cheer, applaud, and sometimes perform dances or skits when ...