They also are more likely to become repeat buyers, Forrester Research says.
The department store chain also installs Wi-Fi networks and tests mobile POS devices.
Shoppers visiting Nordstrom Inc.’s mobile commerce site will have something new to view this June when the retailer anticipates unveiling a redesign.
Nordstrom’s current mobile site home page consists of a search box up top with product categories listed below. A Nordstrom spokesman would not say what new features the revamped m-commerce site will have, but says it will more closely resemble the company’s e-commerce site, which was redesigned last year. The new m-commerce site should be ready by the end of June, he says.
Nordstrom expects online sales, which include mobile commerce sales, to grow.
“Online has been the fastest-growing part of our business, and there is significant potential to drive more sales and improve service in this area,” Blake Nordstrom, president, told analysts during a May 12 earnings call. “Ultimately, it's up to our customers to determine how much of our growth will come from online, and we're taking steps to respond.” Nordstrom is No. 34 in the Internet Retailer Top 500 Guide; it hit $705 million in online sales in 2010, according to an Internet Retailer estimate. The spokesman declined to reveal mobile traffic or sales data.
Judging from other steps Nordstrom is taking, mobile commerce is a priority for the retailer. The company last year installed Wi-Fi networks in its stores to make it easier for smartphone owners to access the web while shopping. It also recently began testing a wireless point-of-sale system with devices that also can search store inventory.
“We’re going to continue to learn from these different things we’re trying,” without being locked into a particular device, the spokesman says. “We want to continue to have the flexibility to follow where the customer goes. It’s not about a device or platform. It’s about how you combine all these developments and capabilities to provide a more compelling experience for the consumer."