The power of influence: Nordstrom Rack’s newest addition

20th April 2012

Shopping bags in hand, success. Thanks to @Ktmel for the photo.

Earlier this week, I had the opportunity to attend a Tweet up for the opening of the new Nordstrom Rack store in Alpharetta. It didn’t take long to convince me that making the trek outside of 285 would be worth it: wine, appetizers and shopping the pristine merchandise selection before the store opened later in the week, yes please.

As a digital marketer myself, I am always captivated by the use of influencer marketing by other agencies and companies. “Influencer” seems to have become a social media darling buzz word in 2012 (and heck, 2011 for that matter) in our industry. It’s the golden opportunity: don’t market to the masses, but to the groups who are passionate and will have an impact on your brand beyond a passive Like. Like any golden opportunity, influencer outreach is much easier and prettier when on a powerpoint slide than real life.

Nordstrom Rack’s social team really hit this one out of the park. The conversation began with a personal conversation through email (not through DM or Tweet) inviting me to check out the event. Key word here: personal. I quickly replied to the team thanking them for the invite and (but of course) had to ask where they had come across my information. The team shared that they had found my Twitter handle and blog across a few Atlanta Twitter lists. Check box number two: this team did their homework. And a lot of it. Each attendee was allowed to bring one guest and was asked to share that guest’s social credentials as well.

The event itself could not have been more impressive. The store is gorgeous, Store Manager Marcella, could not have been more welcoming and the staff attended to our every need with more energy and excitement than I think I’ve ever seen in retail.

Throughout the night we enjoyed shopping (with a $50 gift card to each attendee for a little help, I was seriously blown away by that gesture), cocktails, appetizers and music from a DJ.

The entire night continued the theme of personalization and hospitality,exactly what you hope to feel when translating a brand to real life. At the end of the night, we each walked away with our fair share of deals and steals and the feeling that this would be a beyond 285 repeat adventure.

Finding influencers is hard. Making them fall in love with your brand (and not just for the prices and goodies) is even more difficult. Nordstrom Rack in Alpharetta delivered on it all and I can’t wait go back and experience it all again very soon.

Check out the store on Twitter for updates, sales and upcoming events.