Nordstrom Anniversary Early Access

Project:

On the Nordstrom website, create awareness and articulate what the Anniversary Early Access sale represents, what it means and why customers need to experience it. Primarily aiming at the new acquisition customer, focusing on 25-40 year old women and men, as well as existing retention customers ranging between ages 25-45 and both women and men.

Outcome:

The Anniversary sale generated a 19.7% increase in demand over the previous year and saw an above target  increase in new customer engagement.
 

Overview:

The Anniversary Sale is Nordstrom’s biggest event of the year. For a limited time only brand new season stock is discounted, with all items returning to their full price at the end of the sale.

There are many loyal customers who wait all year for the Nordstrom Anniversary Sale. For people that don’t know the details of the sale, getting the message across that this is a unique and time sensitive event can prove difficult. This obviously raises issues for new customer acquisition which ultimately effects business needs. Early Access is the event leading up to the full Anniversary Sale and this is where we aimed to create our awareness portion of the campaign, with the intention of informing the customer of the sale details before the full event started.

Process:

We compiled a sample of inspirational images found through research and competitive analysis, these can be seen at the top of this page. We looked specifically for sale designs and creative content that used bright pops of color as it's main element and used these as our guiding influence.

Creative Direction was strategized by the brand team. The Anniversary sale has a very strong and nationally recognized visual representation, and we continued using that this year including the logo lock up, color samples and signage.

To differentiate this year from previous efforts we really pushed for relatable but striking and diverse imagery to be the visual driving force of the campaign, as well as using videos and the integration of our Instagram feed into site placements. 

We also landed on a straight forward explanatory language, spelling out the benefits of partaking in the sale and Early Access in easily digestible bite size Who, What, Why, When chunks. These gave the customer a high level understanding of the event in a simpler way than had been used in previous years.