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Think you know how to shop at Neiman Marcus? New campaign matches customers online with an adviser

By Maria Halkias, The Dallas Morning News on

Published in Fashion Daily News

DALLAS - Neiman Marcus is heading toward a fall exit from its bankruptcy reorganization with a new ad campaign that's designed to make the Dallas-based luxury retailer more approachable.

The "Your Neiman's" campaign directs shoppers to a digital hub of services that can start with a style adviser and continue online, with curbside pickup, on-the-go from mobile devices, virtual fashion events and links to in-store appointments.

As its stores have reopened, the company is using the campaign to reintroduce customers to the Neiman Marcus experience and show how it has evolved. A disruptive pandemic is reason enough to try to strengthen its bonds with loyal customers and clue in new ones about how to shop the store.

The pandemic accelerated most services that were in the works, said David Goubert, president and chief customer officer of Neiman Marcus Group.

"The world is changing, and we're all adjusting our habits to accommodate the new normal," Goubert said. "We're trying to meet the expectations and demands that the customer has today."

Have you always wanted to get matched with a personal stylist? There's a link for that and a realization that not everyone knows how the process works or feels comfortable accessing this service.

 

Many shoppers think that option is out of reach. The campaign pushes the idea that shoppers can have a relationship over text, email, video chat or in person.

Customers who have a personal stylist spend six times more than a customer who doesn't build a relationship with an associate, Goubert said. "All this together is creating an ecosystem of how we want to build and nurture relationships with our clients."

About 4,900 store employees, stylists and managers at Neiman Marcus and Bergdorf Goodman are using a digital platform that the company calls "Connect" to engage with customers. It was ramped up during the pandemic.

Over three months while stores were mostly closed, customers bought more than $60 million in merchandise through the platform, and the company's staff connected with customers 1.5 million times, including texts, emails, phone and video calls.

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