Rack In-store Promo

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Rack In-store Promo 〰️

Nordstrom Rack:

Online to
In-Store Promotion

My Responsibilities

I created a seamless online to in-store promotion experience that not only was easy for the customers, but also created an easy experience for store associates redeeming the promo in-house.

  • Designed for iOS + Android

  • Determined use cases with product managers

  • Conducted In-store research

  • Designed wireframe/ high-fidelity mockups

  • Usability testing to determine feedback/iterations

  • Worked with IT/ Stakeholders to review and implement functionalities

  • Engineering support

What are we trying to solve?

Nordstrom started discussing the need for encouraging app awareness amongst its store only customers, and the need to develop an omni channel strategy to improve the customer experience.

What we know:

• Omni-channel customers have higher revenue per buyer

• Omni-channel customers convert at a much higher rate

Goals & Hypothesis

  • Increase Store Traffic by incentivizing an app shopper to go in-store (omni-channel user growth)

  • Increase Store Sales by incentivizing user to purchase in-store through the app

  • Grow App Installations: Leverage paid marketing campaigns (social media and email) as "in-app only” offer to serve as installation tactics.

  • Drive Omni-Channel Learnings: In absence of new omni-channel mobile app feature development, this will help provide data insights around in-store traffic patterns, and opportunities to increase in-store sales based on online shopper influence.

Research + Customer Insights

Design Explorations

While working with my PM digesting our customer wants, we worked to find out what the business was able to provide and what backend resources we were able to work within. After understanding those foundational elements, I began to develop various explorations to bring this product to fruition.

Key Features

After aligning with the business, marketing and product, we were able to determine what discount and messaging we could share with our customers.

With this feature, customers who have just downloaded the app will see an offer to get $5 off a $50 in-store purchase.

High Fidelity Explorations

Once we were able to get a better view into what it was we were working with, I took the designs even further and began to built out an experience using Sketch that suited not only our customer needs, but our product and business needs as well.

Proposed Feature:
New App Download Incentive

Customers will see a Reward in the app during live campaign dates, as an incentive to visit a store and redeem on an in-store purchase (one time redemption only).

Hypothesis: Those who redeem the coupon and download the app will increase Rack store shoppers to migrate to Rack.com

Usertesting & Store Associate Learnings

To make sure users understood how to utilize the promotion, we grabbed a few folks from our floor who were completely in the dark over the feature, walked to the Downtown Los Angeles Nordstrom Rack and asked them to test out the promotion using our high fidelity mocks.

We wanted to gain learnings from both the customer and the in-store associate perspective to make sure we were covering our bases and iterate based on any new learnings.

Detailed Flow

Genius Deal Homepage

If you are a user who downloaded the app two things can happen:

  1. You can go directly into the app and see the banner to receive the promotion

  2. You can get a push notification prompting you to engage with the app to receive the promotion.

Regardless of entry point, this banner will live for the next 30 days to promote a sense of urgency.

Genius Deal: Use it Now

When the customer clicks “Use it Now”, the store employee types in a PIN and allows the customer to take advantage of the offer.

Genius Deal Use it Later

When the customer clicks “Use it Later”, the modal changes to the banner at the top of the Nordstrom Rack home screen.

  • Customers will be able to take advantage of the deal up to 30 days after the first download.

Working with Engineering

I made sure to work with the engineering team to build within our design pattern guidelines.

Through Invision, Sketch and annotations I produced high quality design experiences while noting all interactions.

Final Design

With the valuable information through remote usability testing, in-store researchand insights- we we're ready to launch our new customer in app incentive.

In-store Communication

To make sure there was ease in learning for our store associates, product paired up with Customer Service to make sure we had all the proper communications set in place.

Having clear communication of this new feature to help bridge the online to instore experience not only helped the our associates instore, but also helped with our customer service representatives who chat with our customers daily.

Genius Deal Test

Store Impact:

$2.7M in incremental revenue with an AOV of $132, an increase of $24 (statistically significant lift) with redemption

  • Transactions with reward accounted for approximately 5% of Rack Store sales during campaign period

  • Drove a 36% lift for in store visits (among app users)

App Impact:

  • Campaign drove a lift in Rack App installs by 7.1K installs/day, record breaking installs rate since app launch

  • Drove an incremental 92.5K installs overall

  • 30% of installs are new members/registrations

  • There is little to no affect in uninstalls

  • Of these installs, we’ve already seen 39K Rack app orders placed