Online sales account for 54%! Nordstrom in the United States has added 1.8 million new customers

Affected by the pandemic , Nordstrom, an American high-end fashion retailer, saw its net sales fall 20 % in the fourth quarter from November last year to January this year , but its online sales performance was impressive .

On Tuesday , the Seattle-based company said that in the fourth quarter, its quarterly net revenue was $3.64 billion, down $893 million from the same period in fiscal 2019.

A bright spot in the company’s annual results was that its e-commerce sales grew 24% year-on-year , accounting for more than half of total sales at 54%, compared with just 35% in the same period last year . In addition, the best performing categories in this period included home, activities and beauty.

Nordstrom Chief Financial Officer Anne Bramman said : " From a merchandise perspective, we achieved double-digit sales growth in both home and outdoor products, and also achieved strong results in beauty products, children's products , designer handbags and shoes . "

The company said it expects revenue to grow more than 25% assuming its stores remain open in 2021, and it expects digital revenue to continue to account for more than 50% of total sales , suggesting that consumer shopping patterns could change long-term even after the pandemic passes.

In December 2020 , Nordstrom launched an active microsite where customers can search for active brands by activity or category and get fitness and wellness advice, expert recommendations, products and performance guides . The microsite is the first step in its growth strategy in the active space in 2021.

" In the fourth quarter, we acquired 1.8 million new customers online , a 40% increase over last year, " said CEO Erik Nordstrom .

During the quarter, the company successfully expanded its Nordstrom and Nordstrom Rack capabilities. Erik Nordstrom said: " As we execute on our long-term growth strategy , we will be closer to our customers than ever before, and we are confident and able to unleash the full potential of our digital-first platform to gain market share and drive profitable growth. "

Overall, Bramman also said he was encouraged by the sequential improvement in revenue trends, which makes the company more confident about gaining market share and returning to profitable growth in 2021.

Nordstrom

USA

High Fashion

E-commerce