Neiman Marcus now provides a digital reward advisor service, and an in-store concierge service, to assist prospects select objects on their want lists.
Supply: Neiman Marcus
Santa Claus shall be busy delivering packages curbside, by appointment, at Neiman Marcus this vacation season.
That is simply one of many initiatives that the luxurious division retailer chain, recent out of chapter, is utilizing to attempt to win prospects over.
It additionally has launched a digital reward advisor service, the place prospects full a quiz to be matched with an assistant who will textual content or name them with loads of gifting concepts based mostly on their budgets. One perk of the service is champagne and chocolate-chip cookies, despatched within the mail courtesy of Neiman.
“We’re within the enterprise of curation. We have all the time seen that once we assist folks, they’re happier and shopping for extra and coming again extra typically,” Neiman Marcus CEO Geoffroy van Raemdonck mentioned in a telephone interview. “And this yr, I really feel that individuals are dwelling a brand new vacation expertise … and so getting that further assist to search out one thing magical is extra vital now than ever.”
“We actually need to give that non-public contact,” he added.
Enforced social distancing, monetary hardships and different stresses from the pandemic are main many to hunt out sentimental and distinctive presents for household and buddies. However there may be additionally a component this vacation season of not realizing what to purchase your family members. These shoppers who’ve extra cash to spare have spent a lot of the yr shopping for new devices for his or her properties, kitchen home equipment and comfortable loungewear — objects which can be usually well-liked across the holidays. What’s left on anybody’s want record?
Neiman is betting on one-of-a-kind luxurious experiences. The retailer debuted its well-liked Fantasy Presents record for 2020 on Nov. 9, as a part of the rollout of the 94th version of its annual Christmas Guide. In accordance with van Raemdonck, simply 48 hours later, two of its fantasy presents had been already bought out.
“The curiosity was quick,” he mentioned. “This yr, most of those presents are experiences … like making a library in your house. They are not simply one thing you put on.”
“In luxurious, it is about needs,” van Raemdonck added. “It is about not realizing what you do not want, or do not know that you just want, however if you see it, it’s a must to have it. To me, that is one thing we will do higher than anybody else.”
In late September, Neiman accomplished its Chapter 11 chapter safety course of, rising from one of many highest-profile retail collapses through the pandemic. Its restructuring plan eradicated greater than $4 billion of debt. A brand new board contains former LVMH North America Chair Pauline Brown and former eBay Chief Technique Officer Kris Miller. Van Raemdonck remained on as CEO of the corporate, which sought courtroom chapter safety on Might 7.
Santa Claus will ship packages curbside, by request, at Neiman Marcus this vacation season.
Supply: Neiman Marcus
Since then, Neiman has shuttered a number of shops, together with its Hudson Yards retailer in New York Metropolis that opened in March 2019. It nonetheless operates 38 outlets, in addition to two Bergdorf Goodman department shops.
“We’re actually proud of the variety of shops we’ve got, and the place they’re situated,” van Raemdonck mentioned. “We’re consistently going to have a look at this. As for now, we’re proud of it.”
The corporate has earmarked greater than $160 million over the following three years to spend money on its shops, together with renovating its flagship in Dallas. A part of its technique is so as to add extra eating places and cafes to its shops, the CEO mentioned.
“We have to actually create a private expertise if you go into our retailer,” the CEO mentioned, betting that buyers will quickly be snug purchasing and eating indoors.
However it is aware of it wants to take a position extra on-line, too. The pandemic has accelerated a shift to spending on-line, even within the luxurious class, which has not all the time been the case. A report from the consulting group Bain & Co. mentioned on-line purchasing for luxurious items has doubled to characterize 23% of complete purchases in 2020, from 12% in 2019. Bain now expects e-commerce to be the largest channel for luxurious spending globally by 2025.
In accordance with van Raemdonck, Neiman does about 35% of its gross sales on-line. It has roughly 5,000 gross sales associates devoted solely to digital. Partially, this employees helps with its digital concierge service, which can stay previous the vacations, he mentioned.
Like Macy’s, Neiman is providing a digital Santa expertise this vacation season, kicking off Friday, that permits households to ebook one-on-one video calls with Santa Claus himself.
“Throughout the pandemic, we have employed many extra Santas than some other yr,” van Raemdonck mentioned. “And I believe that speaks to the magic. Individuals want magic.”
Correction: This story has been up to date to replicate the proper spelling of Neiman Marcus.