Nordstrom 2000 Annual Report Download - page 8

It has become apparent to all of us within the company that we must direct
our focus to our greatest asset: our people on the front lines. History has
proven that when we follow their lead, and address their needs, they feel
empowered to address the needs of our customers. They become confident in
their own ability to follow through. And gain a sense of ownership for
everything they do.
Well under way are initiatives designed to reconnect all company resources
with the selling floor. A big part of this, of course, is providing our sales staff
with the right mix of merchandise. In order for our salespeople to be effective,
to truly serve the customer, we must deliver relevant and desirable fashion.
Fashion that people want to wear. Clothing that makes them feel confident,
appropriate and attractive. In other words, we must fill our stores with the
styles our customers are seeking for their everyday lives, whether fashion-
forward and contemporary, or classic and traditional. The key is creating the
right balance.
We believe it all comes back to placing the decision-making process as close to
the customer as possible. To this end, all those who directly support our
frontline personnel — department managers, store managers, buyers — have
been challenged to focus their time and energy prioritizing and acting upon
feedback we receive from our salespeople and customers. We have adapted
our merchandising team to be more responsive to regional preferences, while
at the same time leveraging our size and expertise on a national level.
“The number one thing about Nordstrom?
It has to be our people. Their performance.
Their actions. Our job is to support those folks.”
Blake Nordstrom, investors conference, December 6, 2000, New York City
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20100444 Nordstrom
2001 Annual Report • 44pgs. + 4 covers pg. 06
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After raising her family,
Elaine Hahs came to work
at our Mall of America
store with no selling
experience. She did,
however, come equipped
with an easy smile and
genuine interest in others.
In the nine years since she
joined the company she
has gained tons of
experience, but cites those
innate personal skills as
the real reason she has
been the number one
salesperson in our Encore
department the last seven
years in a row. Elaine has
also been honored as a
Customer Service All-Star.
As you can tell from
Sidney Johnson’s picture on
the facing page, he is a
pretty friendly and likeable
guy. Unfortunately, our
customers don’t have the
pleasure of seeing Sidney’s
sunny smile. You see,
Sidney is a Customer
Service Representative at
nordstrom.com, whose job
it is to take orders and
assist customers over the
phone. Regardless, his
helpful nature comes
shining through. But don’t
let his pleasant demeanor
fool you, he’ll relentlessly
track down an item for a
customer if that’s what it
takes to make her happy.