After reporting lackluster earnings for last quarter and experiencing difficulty going private, Nordstrom announced its acquisition of two tech startups: BevyUp and MessageYes. The former allows sales associates to communicate with shoppers beyond the store, and the company plans to roll out a mobile app with that technology. The latter, MessageYes, will allow employees to send personalized texts to shoppers through SMS and the new Nordstrom app. These acquisitions point to a strategy of customization and personalization for Nordstrom through e-commerse platforms where the company has seen most of its recent success.
In a comment to Glossy, Vivaldi Partner Pete Killian said that Nordstrom’s push into mobile messaging and commerce may point to deliberate targeting of a younger, more digitally native consumer demographic. “These acquisitions can help Nordstrom crack the code on mobile’s fashion challenge: service and browsing, a perfect fit for Nordstrom’s brand heritage. In store, their service model sets the standard. Out of the store – on e-commerce and mobile specifically – their service and experience is below emerging competitors.’”