Neiman Marcus Launches Digital Hub

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Neiman Marcus has launched a digital hub, dubbed Your Neiman's, in an effort to bring personal, engaging services online during the ongoing pandemic.

"The world is changing, and we're all adjusting our habits to accommodate the new normal,” said David Goubert, president and chief customer officer, Neiman Marcus Group. “Our customers look to Neiman's to curate the key styles of the season, find their perfect outfits and help them feel their best. The comfort and safety of our customers and associates are our utmost priority. We've introduced innovative ways to be here for them, now in more ways than ever.”

Shoppers can go online to Your Neiman's to access a variety of offerings, including personalized services and experiences, whether through a personal appointment in-store, curbside pickup, learning about trends and designers during the virtual events, or engaging via video with an expert Style Advisor. 

With Your Neiman's, customers can get matched with a stylist by answering a few simple questions about their lifestyle, personal style, and needs, at Customers are then individually matched with a Style Advisor based on their preferences. The Style Advisor then supports the customer with complimentary styling services, provided however the customer chooses – whether text, email, video chat or in person.

In March, Neiman's introduced a proprietary tool, NM Connect, to enable Stylists to deliver a store-like experience even when stores were not open. To date, sales associates have used the Connect platform to engage with clients, totaling over 1.5 million engagements – including text messages, email, phone, and video calls – since the launch. Over three months, customers have purchased over $60 million through Connect.

"NM Connect has transformed the way sales associates can communicate with their clients,” said Katie Mullen, chief digital officer, Neiman Marcus Group. “The platform was designed to inspire clients, from offering personalized look books, to completing transactions remotely and instantly. With the launch of digital stylists and remote selling capabilities, we are enabling our associates to engage with and support customers anytime, anywhere."

Today, 4,900 associates, stylists, and managers across Neiman Marcus and Bergdorf Goodman are using digital tools to continue to engage with customers.


The new hub also allows customers to explore and discover new styles, products, and inspiration across new sections on, emails, digital magazine stories, and social media channels. Neiman Marcus in-store events have been changed to virtual engagements. From cooking demonstrations and designer presentations to Fashionphile authentication sessions, the virtual events offer a more interactive way to discover luxury, fashion, and the latest trends.

Additionally, Neiman's has added the option of curbside pickup and personal appointments as its 43 U.S. stores reopen. Customers may book appointments either at or through their Style Advisor. Neiman Marcus is also offering gift cards for curbside pickup.

"While we're opening another 13 stores to full traffic this week, we are pleased to continue to offer a full range of in-store shopping options, including curbside and appointments, for those who want a more personal experience," said Goubert.

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