In the retailer’s quest for quality customer engagement and a one-on-one relationship, Neiman Marcus may be on to something with their NM Service app.
Last we heard, they were testing it their Austin, Dallas-North Park, San Francisco and Palo Alto stores. The app promises a new level of personal shopping for customers.
NM Service allows shoppers to see which sales associates are in store, message and make appointments with their favorite sales associates, keep up with store events, mark favorite products which will automatically be visible to selected sales associates and scan QR codes to unlock product information and trends. App features include:
1) Know and Go: Explore current trends & in-store events, & find out the minute new style hits the floor.
2) Faves You Crave: Marks favorite items & automatically notifies a sales associate.
3) Your New BFF: See which sales associates are in store when you are & make a direct connection, or simply make an appointment or leave a message.
4) Fun with Fashion: Scan QR codes on in-store signage to unlock the latest trends, then share with your sales associate & start trying them on.
In a time when loyalty and social media are intersecting, this is a prime example of understanding your customer and delivering value and information that is relevant, timely and engaging. While Neiman Marcus may not be touting this as a specific branch of its long-time successful InCircle program, it will likely prove to be a valuable tool in building high-value relationships with engaged consumers. We’ll be interested to see how this app evolves and how other retailers will use the available technology to meet their own customers’ unique needs.