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03/17/2021

Nordstrom Debuts Its Own Livestream Shopping Events

Nordstrom is debuting its own Livestream Shopping channel. Get the details of the department store retailer's entry into the growing market.
Jamie Grill-Goodman
Senior Editor
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Nordstrom is debuting its own Livestream Shopping channel.

This new shopping channel will give customers real-time access to Nordstrom employees and brand partners, as well as experts in the beauty, fashion and home categories. During these informative and entertaining shopping events, customers can seamlessly shop the products they see and ask questions of the experts hosting the events.

“There’s so much opportunity for us to get closer to the customer,” Fanya Chandler, a senior vice president at Nordstrom, told CNBC in an interview. “We hope customers see this as an opportunity to seamlessly shop and participate in an informative and entertaining event.”

Burberry Virtual Styling Event will take place on March 18. Stylist José Ramón Reyes, founder of The Custom Project, will present from the Nordstrom NYC Styling Lounge. He'll showcase his favorites from the Burberry runway and answer questions in a live Q&A.

Its Spring Beauty Trend Happy Hour on March 19 will give the latest skin care and hair care tips, tricks and trends. Watchers will hear from beauty experts Erin Stein of Charlotte Tilbury, Dawn Stultz of Drybar, Dr. Michelle Henry of Kiehl's and Sharon Chuter, founder of UOMA Beauty.

On April 8, 8OR Presents “How to Layer” A Virtual Styling Experience. 8 Other Reasons presents a virtual styling experience featuring the collaboration with Draya Michele x 8 Other Reasons, available exclusively at Nordstrom. Celebrity Designer Draya Michele and Celebrity Stylist Law Roach share the hottest tips and tricks on how to style jewelry from the highly-anticipated collection.

"Through Livestream Shopping, we can meet the everchanging needs and expectations of our customers and equip our team with more tools to deliver on our commitment to serve our customer wherever, whenever and however they want to shop," said Chandler in a press release. "Livestream Shopping enables us to stay closer to the customer with interactive and engaging experiences that allow for discovery, personalization and service at scale." 

Since 2020, the department store retailer has hosted over 50 virtual events, translating the store experience into the digital world. The launch of Livestream Shopping marks the next evolution of its virtual experiences and digital shopping capabilities. 

Retailers Testing Livestream Shopping

Last week, Walmart hosted its second TikTok shopping experience, a Spring Shop-Along: Beauty Edition. The event took place on Walmart’s TikTok channel, and the 60-minute interactive tutorial included creators highlighting favorite Walmart beauty items and giving skincare, makeup and hair demos and tips.

As with Walmart’s holiday event, the livestreaming shoppable experience gave TikTok viewers the ability to purchase items highlighted by the content creator directly within the TikTok app.  To purchase items, consumers could tap on a product pin, add it to their carts and check out after the event. Walmart said its December event grew its TikTok followers by 25% and it’s readying more TikTok shopping experiences.

Other retailers also began dipping their toes into livestream shopping events over the holidays: J.C. Penney introduced “JCP Live,” a livestream show designed to offer shoppers insight into its hottest holiday items, while Fred Segal and Anne Klein also integrated livestreaming events into their holiday promotions.

In China, livestreaming is estimated to have driven about $125 billion in sales in 2020, according to Coresight, CNBC  reports. In the U.S., the market was worth about $6 billion last year and could reach $11 billion in 2021, the firm said.