Case Study: Nordstrom
In 2015 Nordstrom expanded their retail offerings in Baby & Kids to include baby gear, such as strollers, car seats, carriers, and other typical baby registry items. At the time, Nordstrom was not a typical place to purchase these items, and found that many of their female customers dropped off when they became pregnant. Not only were their customers not looking for these items at their locations, they didn’t know they were there as they were often tucked away in the baby and kids department. Also, Nordstrom didn’t carry maternity in-store, so their core customer for baby items was no longer coming in to shop during their pregnancy. Nordstrom needed to get the word out about their new product offerings as well as help expectant parents view Nordstrom as a key retailer for all their baby needs. After meeting Lindsay at a trade show, executives from Nordstrom called Lindsay to develop a program to assist with all of these objectives. (Please note, this program entirely took place prior to the acquisition of Lindsay’s company.)
Lindsay’s Solution
Through the Bump Club and Beyond offerings, platform and community, Lindsay created an experience for expectant parents driving education, community and sales for Nordstrom. With an in-store event series at twenty-four stores nationwide, complimented by a social media campaign and content on Nordstrom.com led to millions of impressions and thousands of dollars in sales.
With her company, Lindsay partnered with Baby Gear Expert, Jamie Grayson, to create a series of high end in-store events where attendees would learn about the products and have a chance to win prizes. Following the education portion of the event, they would be able to shop the store, often with exclusive brand specific incentives.
The events were promoted across social media and our company’s email database (120K), which was accompanied by brand content and giveaways to drive awareness and engagement. Lastly, Lindsay Pinchuk and Jamie Grayson appeared in an initiative on the Nordstrom Baby home page sharing their top baby products from Nordstrom's offering.
Deliverables:
24 events with 175-300+ people each. To attend the event, the registrant paid $25 which they got back on a Nordstrom gift card. This helped to ensure attendance.
5MM digital impressions through our brand’s properties for Nordstrom.com.
Millions of impressions through the Nordstrom.com takeover (the company did not share specifics.)
Approximately $200K+ of sales for Nordstrom through this program alone. (This does not include residual and after market sales. This solely includes sales from the events.)
Our program and expertise appeared on the Nordstrom Baby homepage for a month.
Many influencers and noteable parents showed up to the events, including actress, singer and Broadway star, Megan Hilty.