A Look Inside Nordstrom’s Retail Media Network

In episode 345 of Full Retail Talks, Editor-in-Chief Joe Keenan interviews Aaron Dunford, senior director of digital and advertising at Nordstrom, the heritage luxury division shop chain. Dunford discusses why Nordstrom recently released its retail media community, how it permits model companions to superior join with Nordstrom customers, and how the retailer is supplying important knowledge to taking part partners. He facts how the media network improves Nordstrom shoppers’ customer knowledge, and how it functions as the two a consumer retention and acquisition software.

Furthermore, Dunford discusses what Nordstrom is performing to harmony furnishing important info to its manufacturer partners when also protecting its finish customers’ knowledge privateness, as very well as the suggestions the brand name has obtained from its early adopters of the media community. He shares how groups throughout the organization get the job done to frequently improve the method for both of those manufacturers and customers, the business rewards that Nordstrom hopes to understand from its media community, and how the business is measuring efficiency.

Aaron Dunford is senior director, digital merchandising and marketing at Nordstrom. Dunford to start with joined Nordstrom in 2013 and has held a wide range of roles inside of the internet marketing business. Above the final couple years he led the development of the merchant and vendor insights team responsible for building actionable analytics for Nordstrom retailers and vendor associates to influence their promoting effectiveness. In addition to his other obligations, Aaron championed the advancement of the Nordstrom Media Community and led Nordstrom’s product-centered marketing and advertising staff that drives merchandising procedures and all seller marketing and advertising financial commitment plans in addition to main material, digital classification administration and internet site merchandising.