Nordstrom Offers Text Purchasing

Nordstrom (Seattle) is launching retail’s first buy-by-text service, TextStyle, at its 116 full-line U.S. stores. TextStyle is an extension of NEXT, the company’s opt-in, one-to-one service that allows sales staff and personal stylists to communicate with customers via text messages.

Jamie Nordstrom, president of stores, told Retailing Today, “For customers who prefer text messaging, TextStyle is a way for our salespeople to provide a personalized styling experience and for customers to view and buy seamlessly [through text messaging].”

Customers opt-in to use TextStyle using their Nordstrom NEXT texting account. Salespersons can use the system to send private text messages along with a description and photo of a product. Customer can purchase by replying “BUY,” along with a one-time verification code. The purchase is completed using the customer’s Nordstrom account information on file, and items are shipped directly to the customer.