Neiman Marcus’s Online Marketing Strategy
I laughed as the title, “The Book”, reminded me of the infamous “BOOK” in The Devil Wears Prada.
Opening this digital masterpiece, I was greeted with this note:
Wouldn’t it be perfect if we could predict our personal futures as well as we can forecast fashion? Unfortunately, we can’t say exactly when the current economic challenges will abate or when the pace of the recovery will accelerate. We can only be optimistic. Fashion always looks to the future. What we see on the runways leaves us with a clear idea of what’s to come… – Karen Katz, CEO, Neiman Marcus
Let’s start with the personal message from Katz. It’s well written, reassuring and speaks to me not only as a Neiman’s customer, but as a consumer concerned with my financial future. The message is expertly tailored and assures me that Neiman’s understands my state of mind and is taking my concerns into consideration when making purchasing recommendations for me.
The book is divided into sections. “What’s To Come,” shows me how I can use one or two fall trends to update my wardrobe, instead of purchasing an entirely new one. It’s perfect for the consumer that’s budget conscious. All the clothing and accessories that Neiman’s recommends are versatile and mix their fall trends – red/leggings/leopard/motorcycle jackets – together in simple day to night outfits.
“All Dressed Up and Someplace to Go,” captures my attention, it’s a bit more romantic and aspirational. The clothing and accessories are luxurious. The message of this section begs for indulgence. In my opinion, indulgence in just one item this season isn’t financially irresponsible. As I discussed in Quality vs. Quantity, I’m willing to pay for quality and give up quantity. Quality clothing and jewelry purchases have represented successful milestones in my life. Neiman’s has successfully captured that belief in this segment.
The icing on this fashionable cupcake are the social features (style ideas, tips from style experts). Style tips and beauty advice are why certain consumers spend hours reading blogs, participating in forums and religiously visit sites like Weardrobe, Polyvore and Closet Couture. But all online consumers are technology connoisseurs, addicted to Facebook or Twitter. Shopping on a retailer’s website and subscribing to that retailer’s email list may be the epitome of social engagement for them. Recognizing this, Neiman’s integrated social features into their website (Insite) and informs their customers about these features through email marketing.
From its email to digital look books, look books to the e-commerce experience, Neiman Marcus has created a seamless experience for their shoppers. I must give digital kudos to Neiman Marcus for investigating the needs of their customers and taking steps to understanding what is truly important to them.