U.S. department store chain Neiman Marcus filed for an IPO this week. Ranked No. 9 and named Gifted in L2’s Department Stores study following a series of digital innovation. A few ways in which Neiman Marcus stood out from the pack:
Personalization: The Neiman Marcus site allows users to customize products at checkout. Manolo Blahniks are one of many customizable footwear options on the site.
Editorial: Neiman Marcus’s “The Blog” provides timely content that draws on the behind-the-scenes experiences of staff (fashion shows, parties) and always links to a relevant e-commerce page.
Omnichannel: Neiman Marcus is one of three retailers to add click-and-collect service to offerings, enabling users to buy online and pickup their packages at the store. Just 35% of department store brands in the U.S. offer click-and-collect vs. 78% of brands in the U.K.
Faster Payments: Neiman Marcus is enabling faster checkout with single log-in payment system Visa Checkout. Users can use the service to be checkout of all participating retailers without re-entering payment and address info.
For more on the digital competence of 56 global department store brands, download a copy of L2’s latest Digital IQ Index: Department Stores.
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