Nordstrom Inc. is using the Internet and broadband media to reinvent 1980s pop culture and along the way create more cross-selling opportunities at Nordstrom.com. On Nov. 7, Nordstrom will launch Silverscreen, a new interactive media channel that will offer broadband video content that is a mixture of music, fashion, pop culture and merchandising.
Silverscreen will debut with a video featuring a popular song from the 1980s rock group The Go-Gos. The video will also feature female models interacting with the band and showcasing designer fashions and accessories selected by Nordstrom. In the video, the models will be wearing and carrying eight different items of clothing and accessories. To drive traffic to Nordstrom.com, Silverscreen will feature web links customers can click on that directs them to specific product pages and the home page.
“Silverscreen is a new way to connect with our customers in a highly competitive and saturated retail advertising landscape,” says Linda Finn, Nordstrom executive vice president of marketing. “We think this will give customers a unique fashion experience and introduce more customers to the selection of merchandise we have online."
To promote Silverscreen, Nordstrom, No. 42 in the Internet Retailer Top 400 Guide to Retail Web Sites, is planning an e-mail campaign to an opt-in list of more 2 million names that give recipients the option to click on a link and download a media player application.
With the media player, Nordstrom customers can then download high-definition, full-speed broadband content to their personal computer or laptop. Some apparel retailers use video content such as archived fashion shows or music snippets to drive traffic to their web sites and entice visitors to stay and shop.
But with Silverscreen Nordstrom is using a mix of video content and current fashion to spark interest and sales at its e-commerce site. For instance, Silverscreen features an interactive program that Nordstrom calls the "mixing room." With that program customers can create a personalized remix of the Go-Gos song and mix and match clothes on a mannequin worn by the models in the video.
Silverscreen, which runs on a broadband video software platform developed by Maven Networks, will introduce another video in December and establish other campaigns over time, Nordstrom says.
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