Nordstrom Selects Blue Martini Software For In-Store Retail CRM
Blue Martini Software to Deliver Simplified Tools to Nordstrom Salespeople to Enhance Personal Customer Interactions
SAN MATEO, Calif., September 4, 2002 -- Blue Martini Software, Inc. (NASDAQ: BLUE) today announced that Nordstrom, Inc., one of the nation's leading fashion specialty retailers, has selected Blue Martini applications to enhance Nordstrom's in-store retail customer relationship management (CRM) efforts. 20,000 salespeople throughout 137 stores will be able to utilize the new tools to assist them in managing customer product information and preferences. Nordstrom salespeople will use new POS devices, currently in development, to access information in real-time through Blue Martini Clienteling, and will communicate with customers via Blue Martini Relationship Marketing.
Traditionally, Nordstrom salespeople use pen and paper to track information including designer preferences, last visit, contact preferences and sizes. For example, when a new shipment of a specific brand of shoes arrives in the store, the salesperson would proactively notify customers who have expressed interest in that particular brand. Blue Martini Clienteling is an in-store retail CRM solution that updates and automates this process by alerting Nordstrom salespeople at the point-of-sales (POS) when customer preferences match events such as new merchandise arrivals, in-store promotions, and alterations completion.
"Blue Martini Relationship Marketing and Clienteling are visionary technologies that will be the cornerstone of simplifying and automating manual processes performed by our salespeople today," said Jan Walsh, Vice President, Business Information and Technology for Nordstrom Stores. "Providing these efficient tools to our salespeople will allow them the capability to enhance the service they work hard to deliver to our customers."
"Until recently, CRM applications have been ineffective for retailers because they did not address the number one interaction channel - the physical store," said Monte Zweben, chairman and CEO of Blue Martini Software. "Blue Martini Software delivers the first Retail CRM applications that enable retailer leaders like Nordstrom to differentiate themselves in the physical store through more sophisticated, personalized customer interactions."
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