Nordstrom expands its retail media network
Nordstrom announced on Tuesday that it is expanding its advertising capabilities with the Nordstrom Media Network.
First tested in 2019, Nordstrom Media Network is an advertising program that allows brand partners to connect directly with 32 million Nordstrom customers to drive traffic, sales and customer engagement.
Via the program, brands can now share their brand story and advertise through both on-site channels including sponsored product ads and brand pages, as well as off-site channels including paid social and display ads, YouTube video, search and shopping ads, and affiliate campaigns.
The concept was tested with off-site campaigns for brand partners on platforms like Google and Meta in 2019, and successfully piloted Nordstrom Media Network in 2021, which generated $40 million in ad revenue with hundreds of brand partners last year, exceeding expectations.
"Through Nordstrom Media Network our goal is to create the best experience for our customers while also giving our brands the opportunity to tell their story across platforms," said Scott Meden, chief marketing officer at Nordstrom.
"We look forward to growing the program with our brand partners as we strive to create a personalized customer experience that creates more opportunities for inspiration and brand discovery.”
Brands benefit from tailored strategies to help them achieve their goals from rich storytelling to direct-response marketing. The retailer has already collaborated with companies like L'Oreal's Luxe division, which includes brands like Lancôme and Kiehl’s.
"Our goal in joining Nordstrom Media Network was to connect with the Nordstrom customer to share the L'Oréal Luxe portfolio of brands, exciting product news, launches and exclusive values," said Amy Wilson, AVP of e-retail strategy, performance and operations.
"Through our partnership, we've grown our shared commitment to placing the customer at the core of our media partnership, which has led to great insights on how we can better reach and serve our shared consumer.”
Looking ahead, the retailer plans to expand ad placements on Nordstrom.com and NordstromRack.com and to improve reporting and targeting capabilities.
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