“Getting it right is more important than doing it fast.” I think Nordstrom does a good job in Marketing.
In the first place, Nordstrom learned from the failure of Target. They have been preparing for its entry into Canada for a long time, and they use a cautious strategy that they order more products for they normally would for an opening; thus, the target customers would have a great first impression of Nordstrom. As long as the consumers find it strike their fancy, they would keep coming and recommend it to their families and friends.
In addition, they are willing to make improvements. “You can expect us to make changes and respond in real time. We are certainly not resting on our laurels.” the president of Nordstrom’s Canadian division said. The continuous improvement culture in the company will beat some touch competition.
Last but not least, they sacrifice temporary, partial benefits in order to gain fundamental interests. “Nordstrom posted $14-million (U.S.) of operating losses last year in Canada and expects $35-million in 2014.” They have a heavy liability but they believe in making more profits in subsequent years by offering more qualified service than its competitors. Just as the saying goes, “You can’t make an omelette without breaking eggs.” The company won’t gain customers’ trust without being the sacrificial lamb at the first.
To draw a conclusion, I can hold my breath for Nordstrom’s flourishing in Canada.