Using a female persona this proposed strategy demonstrates how each platform can be used to engage and convert a consumer and leverages case studies to quantify recommendations.

1. Nordstrom New School Roadmap
Melissa’s Journey

2. Nordstrom New School Roadmap: Melissa’s Journey
Melissa sees a mobile Facebook post from
her friend about an awesome pair of boots
available at Nordstrom.1
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3. Nordstrom New School Roadmap: Melissa’s Journey
When she gets home later that evening, she
clicks on the Facebook link her friend posted,
which takes her to the boots product page on
the Nordstrom website.
She purchases her boots and selects a local
store at which to pick them up, using the
site’s “Pick up in Store” functionality.
2
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4. Nordstrom New School Roadmap: Melissa’s Journey
The next day Melissa heads down to her
local Nordstrom store. She picks up the
boots and also buys some pants that she
then leaves to be altered.
She also asks to get her receipt via email
and be notified when the alterations are
complete via SMS.
3
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5. Strategic Recommendations
Extending the Service-Oriented Approach Through Mobile

6. Nordstrom New School Roadmap: Melissa’s Journey
Enable customers to quickly sign up for
notifications via iPad in fitting rooms
—Alteration Notifications
—New Arrivals by Brand
—Size and Color in-stock alerts
Develop streamlined app that enables
associates to quickly sign up customers
Immediate notifications to customers’
mobile device
Integrating Mobile to Expand the Service-Oriented Approach
1 / 2 / 3a / 4 / 5 / 6 / 7 / 8 / 9 / 10

7. Nordstrom New School Roadmap: Melissa’s Journey
Client Background:
— Slow annual list growth in stores
— Limited ability to integrate with POS systems
— Aggressive list growth goals required a fast
solution that collected quality names
Solution:
— Built custom iPad app for store associates to
collect email opt-in of store browsers
— Trained operational team on use of app
— Triggered real time welcome message to
subscribers
Results:
— 3x increase in store opt-ins
— Low bounce and complaint rates indicate high
quality of names
See’s Candies Case Study: Leveraging Mobile in the Stores
1 / 2 / 3b / 4 / 5 / 6 / 7 / 8 / 9 / 10

8. Nordstrom Mobile Alerts
In-store iPad integration and SMS opt in

9. Nordstrom New School Roadmap: Melissa’s Journey
Later that evening, Melissa opens her
e-receipt which confirms her boot purchase
and highlights local Nordstrom events in her
area, additional products, and styling
suggestions.
The e-receipt also includes a sign up for
Nordstrom email updates.
4
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10. Nordstrom New School Roadmap: Melissa’s Journey
She opts in for Nordstrom emails, where
she will now progress through a welcome
lifecycle based on:
—preferences
—past purchases
—site behavior
—response metrics
—social data
5
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11. Strategic Recommendations
Multi-wave Welcome Program

12. Nordstrom New School Roadmap: Melissa’s Journey
— Immediately onboard new
subscribers with real-time welcome
program
— Highlight benefits of email sign up
and key focus areas of the web site
— Include progressive profiling to
collect additional data for immediate
targeting
— Enable easy testing for ongoing
optimization and expansion
Engaging New Subscribers with a Multi-Wave Welcome Program
1 / 2 / 3 / 4 / 5a / 6 / 7 / 8 / 9 / 10
Subject: Welcome to Nordstrom
View this e-mail in web browser | on mobile device
FREE SHIPPING & RETURNS: Our new standard.*
women men juniors
baby
& kids
shoes
handbags &
accessories
beauty &
fragrance
at home
& gifts
sale
designer
collections
Store Locations & Events | Gift Card | Shopping Bag | Wish List

13. Nordstrom New School Roadmap: Melissa’s Journey
Melissa Wave #1: Benefits of web site and email
subscription
— Progressive profile question #1
— Style personality
— Product Category preferences
— Favorite brands
— Encourage cross-channel interaction
Melissa Wave #2: What‘s New (3 days later)
— Highlight current trends/new arrivals
— Include personalized product module
— Progressive profile question #2
Melissa Wave #3: Free Shipping/ Tell Us About
Yourself (3 day later)
— Send to non-responders
— Aggressive messaging to encourage click
— Survey, progressive profile
— Secondary module with benefits and
what’s new ‘reminders’
— Progressive profile question #3
— Personalized product module
Three-Wave Welcome Program for Nordstrom
1 / 2 / 3 / 4 / 5b / 6 / 7 / 8 / 9 / 10

14. Nordstrom New School Roadmap: Melissa’s Journey
Opportunity
— Target users who have indicated their interest
in Lenovo but have not made a purchase
— Provide information relevant to this segment
— Send highly-targeted offers to incent
conversion
Solution
— Used the automation capabilities in Responsys
to design, test, and execute the welcome
program
— Once created, the “Lights out” program needs
minimal attention, freeing resources to design
other campaigns
Result
— Welcome program generates 9x higher RPE
and accounts for 8% of monthly email
revenue
— ROI breakeven achieved in 6 weeks
Lenovo Case Study: Driving Revenue with Multi-Wave Welcome Program
1 / 2 / 3 / 4 / 5c / 6 / 7 / 8 / 9 / 10

15. Nordstrom New School Roadmap: Melissa’s Journey
Opportunity
— Collect profile data for new and unengaged
subscribers
— Target upcoming campaigns based on profile
data to increase relevancy
Solution
— Used progressive profiling to understand skin
care concerns
— Version upcoming skin care launch campaigns
using problem/solution messaging
— Included skin care survey question in ongoing
campaigns
Result
— Targeted campaigns generated 5x higher RPE
than default version
Philosophy Case Study: Increasing Relevancy Through Progressive Profiling
1 / 2 / 3 / 4 / 5d / 6 / 7 / 8 / 9 / 10

16. Live DEMO
Interact Welcome Program and Testing Capabilities

17. Nordstrom New School Roadmap: Melissa’s Journey
Later that week, Melissa is checking her
emails and browsing online.
She sees a Nordstrom web display ad with
smart accessories that could go well with her
new boots and pants. It also reminds her of
Free Shipping offered at Nordstrom.
6
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18. Nordstrom New School Roadmap: Melissa’s Journey
Melissa gets an SMS message that notifies
her that her pants are ready to be picked up.
She makes plans to return to the store over
the weekend to pick up her pants and browse
the latest Fall collections.
7
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19. Nordstrom New School Roadmap: Melissa’s Journey
Melissa returns to her local Nordstrom that
weekend to pick up her pants and shop.
Melissa also receives a Personal Stylist email,
which features personalized product and style
recommendations. With the help of the email,
she buys a bit more than she was expecting.
8
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20. Strategic Recommendations
Driving Engagement with Personalized Content

21. Nordstrom New School Roadmap: Melissa’s Journey
— Leverage timely data to determine
targeting
— In-market data such as browse and click
— Progressive profile data
— Develop templates that
accommodate “on-trend” messaging
and personalized content
— Include standardized personalization
module in all campaigns to increase
relevancy
Increase Engagement with Personalized Content
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22. Nordstrom New School Roadmap: Melissa’s Journey
Three areas of focus
for testing:
1. Optimal data source
— Browse, transactional, profile
— Affinity data source (predictive,
third-party, merchandiser)
2. Optimal placement of
personalized content
— Above the fold, right rail, footer
— What is the hierarchy of personalized
content
3. What segments are worth targeting
— Who responds better with
personalized content
— Do certain segments perform
regardless of relevancy
Finding the Right Targeting Strategy: Testing Recommendations
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23. Nordstrom New School Roadmap: Melissa’s Journey
Melissa continues to receive targeted
campaigns via email, mobile, and display.
She also receives an email that highlights
the additional and exclusive content available
on the Nordstrom Facebook site.
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9

24. Nordstrom New School Roadmap: Melissa’s Journey
She “Likes” Nordstrom on Facebook and
begins to share her new found love for the
customer service retailer to her friends,
helping to start more new school marketing
journeys.
10
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25. Reaching New Customers
Cross-Channel Targeting

26. Nordstrom New School Roadmap: Melissa’s Journey
—Track subscribers’ share and
like activity in email
— Develop Influencer Index score
— Target campaigns and
messaging based on level of
influence
—Leverage Facebook Connect
to tap into the social graph
data of your fans
— Personalize email content with
shared friends
— Target based on product ‘likes’
— Track response to social content
such as postings and polls
1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10a
Leveraging Social Data for Better Targeting

27. Nordstrom New School Roadmap: Melissa’s Journey
Opportunity
— Highly engaged subscriber base with
high propensity to share content
— Aggressive list growth through the social
channel
— Facebook sourced names didn’t perform
as well as other segments
Solution
— Version content based on acquisition
source
— Promote the viral components of the
email ahead of the shopping links
— Encourage subscribers to share the
content
— Measure success through shares and
the ‘social tail’ of the email campaign
Philosophy Case Study: Targeting the Social Influencer
1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10b

28. Nordstrom New School Roadmap: Melissa’s Journey
Opportunity
— Large portion of users were
registering on web site though
Facebook Connect
— Opportunity to leverage the social
graph data to personalize content
and drive engagement
Solution
— Integrated social graph data into
Responsys for targeting
— Included personalized pictures of
subscribers’ network in email
Chegg Case Study: Personalizing Content Through Social
1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10c

29. Live Demo
Reporting