Customers download the app, which is available in four locations – Austin and Dallas in Texas, and San Francisco and Palo Alto, California – then opt to allow Neiman Marcus to access their personal details. Sensors are installed at key entry points in the stores. When customers with the app pass within range, they receive alerts about which of their preferred sales associates is on duty, as well as upcoming store events, product arrivals, sales and fashion trends.
The app enables customers to make appointments, leave messages for associates and scan QR codes on signs for trend and product information. Customers can favour products that are visible to their sales associates.
For Neiman Marcus, the app provides customers’ purchase histories and wish list information. Sales associates are alerted when their customers arrive in the store, and provided with a Facebook photograph for recognition.
‘The NM Service App allows us to take our service philosophy into the digital era,’ says Jim Gold, president of Neiman Marcus.
With this trial, dedicated to customer service, Neiman Marcus is recognising that a personalised shopping experience is key to differentiating itself from online competition. LS:N Global explores more ways to do this in our Tomorrow Store macrotrend.