Nordstrom, who topped L2’s latest Digital IQ Index: Department Stores, is taking omnichannel retail a step further. In addition to providing consumers with the option of shopping online and picking up in-store (to avoid delivery costs and wait time), the department store brand is hand delivering purchased items to cars to select stores in Seattle.

This experiment is part of Nordstrom’s ongoing strategy to build a personalized omnichannel experience. The department store personalizes site content for account users, showing different content to logged in users based on gender. The homepage offers the option of further personalization; the “Let’s Get Personal” link takes users to a list of recommended products based on their preferences and profile. Product customization is another part of the retailer’s personalization strategy: Manolo Blahniks and other footwear can be made to order.

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Getting users to purchase is just the first part of a successful e-commerce strategy. Nordstrom has made investments in easing transactions and reducing times; the brand is an Apple Pay partner and one of the first department store brands to introduce contactless payments (which led to a 15% increase in payment processing and additional revenue across stores).

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