November 15, 2011, 3:35 PM

Convenience drives a Nordstrom mobile app

Consumers can browse via styles, build wish lists and scan bar codes.

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The mobile app complements the mobile commerce site and features handy ways for consumers to shop.

Consumers using smartphones now have another option for shopping at Nordstrom Inc. The upscale department store chain has released an iPhone app today with an Android version expected before Thanksgiving.

“We recognize customers are shopping in new and different ways and that they have a broader definition of service,” says a Nordstrom spokesman. “The new app is one of the many initiatives underway to try to make the shopping experience more convenient for the customer.”

The Nordstrom app’s Shop page features large screen-width buttons for its departments, such as Women, Men and Juniors, in a vertically scrolling list. A shopper also can tap a button at the top of the screen to shop by brands. The Shop page also has a button to access the smartphone’s camera for in-app bar code scanning; that would allow a shopper  in a competitor’s store to check if Nordstrom offers the product. If so, the scan results shows product size and color availability and if the item is in stock at a nearby Nordstrom store. Scanned items also can be placed into a wish list.

The app also features a Your Style tab that highlights fashion associated with a particular aesthetic, such as Chic Comedienne for women and Gentleman for men. A user taps the style she likes to learn more about products that are part of the style.

Shoppers also can view events, such as a meeting with a cosmetics artist, at nearby stores by tapping the Events tab and selecting the Near Me button, which accesses the smartphone’s GPS location service.

Nordstrom says the shopping cart and wish lists synchronize with a shopper’s account on the Nordstrom e-commerce site.

Nordstrom’s mobile commerce site debuted in 2009, receiving a refresh in June of this year that brought large images to the home page of what had been a text-centric site.

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