In early November, Nordstrom reported third quarter sales of $3.5 billion, a 7 percent increase over the same period in 2015. The retail giant shows no signs of slowing down, with plans to develop a new 363,000-square foot flagship store in Manhattan’s Columbus Circle by 2019. At the center of Nordstrom’s success: customer service. Here, MaryNell Maddox, National Beauty Director, Nordstrom, discusses how the retailer’s beauty department has evolved to meet the expectations of today’s demanding consumer.

Beauty Insider: What brings consumers to the beauty aisle?
MaryNell Maddox: Customers come in wanting to discover the latest trends and products or want instruction on how to achieve the looks they are seeing on their favorite celebrities in magazines and on social media. We’re also helping customers who come in wanting to address specific skin care concerns, like redness or wrinkles, as well as those with beauty-specific needs, like a fuller coverage foundation or matte lipstick.

BI: What are the top trends you are seeing in-store?


MM: We’re seeing two trends in beauty at Nordstrom. First, customers are looking for products that have natural ingredients and plant extracts to solve their beauty needs, like Tata Harper, Herbivore and Arcona. Second, in fragrance, there is a move towards artisanal fragrances which has led to great success with new brands, like Le Labo, Parfums de Marly and Diana Vreeland.

BI: Talk about how Nordstrom has evolved its beauty departments to better deliver on customer shopping trends.


MM: Every new Nordstrom store features our latest beauty concepts. Based on customer feedback, we’ve redesigned the department by removing barriers, like counters, to make it easier than ever for customers to shop. The core of our beauty department is a pressure-free zone which allows customers to be in control of their experience and to choose to receive high-touch service, or discover, play and shop on their own. The core offers several ways to serve a customer and her needs:

  • Now Trending – This area highlights hot trends of the moment and changes regularly.

  • Mini Must Haves – Our buying team works with our brands to create small versions of select products that are larger than a sample size to highlight new trends, best sellers or other noteworthy products. These minis allow customers to try something new without committing to a large, three-to-six month option.
  • Beauty Concierge – This is a concierge service specifically for the beauty department, where customers can ask questions, book appointments and learn about beauty. Our Beauty Concierge employees are not salespeople, and they’re available to answer questions and help connect the customer with a brand adviser.

  • Play Bar –This area is a place where a customer and her friends can try out products on their own, and we provide items that represent a curated look. Customers can also ask for assistance and have someone perform a complimentary service as well.

BI: How does Nordstrom’s beauty department keep customers engaged?


MM: We want to create an exciting and meaningful shopping destination for customers, so we offer complimentary make-up applications and make-up lessons at each of our brands every day. We also host ongoing special events and master classes that allow customers the chance to fully experience their favorite brands. Additionally, we give out free samples on any product we offer.

BI: How has the beauty associate role evolved?


MM: We have found that over the years while there are still customers who are very brand loyal, there are also a lot of customers who just want to know what products are best for their skin or look. Nordstrom has responded by adding a Beauty Stylist role to our departments. These specialized salespeople are trained to help customers navigate across all the brands we offer to find what is right for them. But, we still have brand experts for the customer who prefers to shop her favorite brand.

BI: Has anything affected consumer spending and behavior in-store?


MM: We see a lot of customers in our stores that have already researched a particular brand or product on our site and want to see and feel it, and have it demonstrated to be certain it is the right choice.

BI: What trends will Nordstrom be focusing on in 2017?
MM: Beginning in early January we’ll be focusing on skin care, especially moisturizers as our customers commit to their skin care resolutions. Then as spring comes into view lip will be the star as we see the ‘rosy-to-red’ color lip trend emerge as the must-have item. The face of summer will include bronzers, rose gold lips and cinnamon cheeks that give a sun-kissed glow.