Nord­strom Part­ners With NuOrder to Ex­pe­dite Buy­ing

WWD Digital Daily - - Wwd - BY DAVID MOIN

Nord­strom is stream­lin­ing its buy­ing and as­sort­ment process and us­ing tech­nol­ogy for the shift.

The Seat­tle-based up­scale de­part­ment store has formed a part­ner­ship with NuOrder, a b-to-b e-com­merce plat­form au­tomat­ing the buy­ing and as­sort­ment plan­ning be­tween re­tail­ers and whole­salers.

Based in Los An­ge­les and founded in 2011, NuOrder will pro­vide Nord­strom and their sup­plier brands with a plat­form “en­abling col­lab­o­ra­tion, as­sort­ment se­lec­tion and en­hanced vis­i­bil­ity into prod­uct,” said Olivia Skuza, co­founder and co-chief ex­ec­u­tive of­fi­cer of NuOrder. “It’s an ex­clu­sive ver­sion of our plat­form. We worked on it since the be­gin­ning of the year. Part­ner­ing with Nord­strom is a nat­u­ral fit for us and for the brands on our plat­form. We did a deep dive into Nord­strom’s busi­ness to iden­tify the process — pre­mar­ket, in mar­ket and post mar­ket. This is a prod­uct built work­ing in con­junc­tion with Nord­strom.”

The plat­form pro­vides sales teams and buy­ers a cen­tral place to browse prod­ucts and cat­a­logues, ac­cess up-tothe minute sales and in­ven­tory data, and place or­ders from their com­puter or via the NuOrder mo­bile app across a spec­trum of mer­chan­dise, in­clud­ing de­signer ready-to-wear, sports­wear, denim, home, gifts, beauty, ac­tive, footwear, kids and ba­bies, as well as some cat­e­gories that Nord­strom doesn’t sell, such as elec­tron­ics and fur­ni­ture.

It’s help­ful to di­vi­sional and gen­eral mer­chan­dise man­agers seek­ing a per­spec­tive on what’s been pur­chased by buy­ers across dif­fer­ent cat­e­gories, to see, for ex­am­ple, if the right trends and price points are be­ing em­pha­sized, and what holes in the mer­chan­dis­ing need to be filled. The plat­form is also geared to re­lieve much of the man­ual la­bor and te­dium as­so­ci­ated with plac­ing or­ders, and to re­duce on-site fol­low-ups and sam­pling.

From the brands’ per­spec­tive, NuOrder is a vis­ual mer­chan­dis­ing tool to dig­i­tally show­case prod­ucts and per­son­al­ize pre­sen­ta­tions to Nord­strom buy­ers, with dif­fer­ent themes, prod­ucts and col­lec­tions.

NuOrder has more than 850 brands on its plat­form, in­clud­ing Coach, Asics, La­coste, Levi’s, Shi­seido, Toms, Spanx,

Ted Baker, and The­ory, and has driven

$15 bil­lion worth of mer­chan­dise at re­tail since its launch, ac­cord­ing to the com­pany. Many brands on NuOrder sell Nord­strom but more will have to join the plat­form to ac­com­mo­date the re­tailer. Brands pay an an­nual sub­scrip­tion fee based on their size to be on NuOrder and they in­vite re­tail­ers to the plat­form. There’s no fee to re­tail­ers to use the plat­form.

“For brands, NuOrder can in­crease sales and op­er­a­tional ef­fi­ciency. For re­tail­ers, NuOrder fa­cil­i­tates bet­ter plan­ning and bet­ter dis­cov­ery so they can be a lot smarter on how they buy,” said Skuza. “Buy­ers don’t have to worry about hav­ing their heads down in Ex­cel and tak­ing hand­writ­ten notes.”

NuOrder is owned by Skuza, co-ceo Heath Wells, and in­vestors Ar­gen­tum, Up­front Ven­tures, Gr­ey­croft Part­ners, Cow­boy Ven­tures, Novel TMT and Box Group. Pre­vi­ously, the ceo’s worked on dig­i­tal strate­gies and dig­i­tal ad­ver­tis­ing for brands and re­tail­ers.

Nord­strom is the first ma­jor re­tailer on the NuOrder plat­form, which means switch­ing out of their own sys­tems that brands had adopted to. Thou­sands of mom-and-pop stores have been uti­liz­ing NuOrder in large part be­cause they have lim­ited travel bud­gets to get to show­rooms.

NuOrder does have com­peti­tors, in­clud­ing the New York-based Joor, an­other b-to-b dig­i­tal whole­sale mar­ket­place.

“We’re ex­cited to part­ner with NuOrder and lever­age their ca­pa­bil­i­ties such as a dig­i­tal mar­ket tool,” said Teri Bariq­uit, ex­ec­u­tive vice pres­i­dent mer­chan­dise plan­ning, in­ven­tory and so­lu­tions at Nord­strom. “Hav­ing a tool with shared vis­ual in­for­ma­tion al­lows buy­ers and brands to work much more ef­fec­tively to­gether.”

Below, a Q&A with Nord­strom’s Bariq­uit on the part­ner­ship with NuOrder.

WWD: Why did you choose NuOrder? Teri Bariq­uit: Our se­lec­tion of NuOrder re­ally came down to two things — feed­back from the pi­lot we con­ducted with our buy­ing teams and NuOrder’s speed and flex­i­bil­ity to evolve its tool to fur­ther meet our needs. Our buy­ing teams were quick to learn and adopt the mar­ket tool and had pos­i­tive ex­pe­ri­ences, see­ing im­me­di­ate ben­e­fits dur­ing and post­mar­ket ap­point­ment, as they fi­nal­ized their as­sort­ment.

WWD: What are the ad­van­tages?

T.B.: The ad­van­tages we’re ex­pe­ri­enc­ing with the NuOrder mar­ket tool in­clude stream­lined com­mu­ni­ca­tion be­tween Nord­strom and brand part­ners, dig­i­tal pre­views of the brand’s of­fer in ad­vance of mar­ket ap­point­ments, re­duced er­rors on prod­uct in­for­ma­tion and the en­able­ment of real-time data ex­change as prod­uct changes are made af­ter mar­ket ap­point­ments un­til the prod­uct is avail­able to sell.

WWD: Does it make the job of buy­ing eas­ier? If so, how so?

T.B.: The NuOrder mar­ket tool dig­i­tally en­ables the mar­ket of­fer, mak­ing it more vis­ual and flex­i­ble to see how the as­sort­ment is com­ing to­gether. This will help the buy­ing ex­pe­ri­ence for buy­ers and brand part­ners be­come more ef­fi­cient and pro­duc­tive.

The re­tailer will en­cour­age all of its full-priced brands to join its new buy­ing plat­form.

WWD: Are all buy­ers us­ing the sys­tem or just in cer­tain cat­e­gories, and will oth­ers be added?

T.B.: We are de­ploy­ing the mar­ket tool to all full-priced buy­ers across Nord­strom.

WWD: How many of your brands that you sell are on the NuOrder plat­form? T.B.: We’re still in the very early stages of adopt­ing this plat­form and don’t have any specifics to share around brand par­tic­i­pa­tion at this time.

WWD: Are you ask­ing all of your brands to be on the NuOrder plat­form? T.B.: We are en­cour­ag­ing all of our full-priced brands to par­tic­i­pate in the pro­gram for their work with Nord­strom.

WWD: Do they have to be?

T.B.: We are highly en­cour­ag­ing our brand part­ners to par­tic­i­pate as there is great ben­e­fit for both Nord­strom and the brands to op­er­ate with more ef­fi­ciency and ac­cu­racy.

WWD: Does this re­place show­room visits, or is it more a method to place or­ders fol­low­ing show­room visits? T.B.: Show­room visits will con­tinue to play an in­te­gral part of the buy­ing process. The mar­ket tool en­hances this ex­pe­ri­ence and al­lows the buyer to fo­cus on the most im­por­tant as­pects of be­ing in the mar­ket — cu­rat­ing the best as­sort­ments for our cus­tomers.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.