Nordstrom—Variant Testing
Created and delivered cross-channel designs that comply with strategy and hypotheses outlined in test briefs. Provided thought leadership centered around intuitive user experience.
Industry
Fashion retail
Services
Marketing & Campaigns
Nordy Club Monthly Summary Email Optimization
Hypothesis
The enhanced Nordy Club summary email adds shoppable content, available notes, points potential, reminders, and gamified progress tracking to deepen personalization and drive incremental trips — with the test variant dynamically tailored by loyalty tier.
Methodology
A/B Test/Control Service Version; A/B Test/Control Marketing Version
Audience
All Nordy Club members
Customer Experience
Customers enrolled in the Nordstrom email program, including dual Nordstrom/Rack subscribers, will receive a launch email and a reminder email.
Results
Content optimization drove trips and benefit utilization: Marketing delivered a 1.4% uplift in trips, 23% uplift in note redemptions, and 23% uplift in Personal Double Points Day (PBPD) redemptions, while Service kept trips flat but drove a 68% uplift in note redemptions and 80% uplift in PBPD redemptions.
Next Steps
Scale both Marketing and Service versions immediately
‘Zombie’ Loyalty Reactivation
Hypothesis
A targeted reactivation email with a compelling offer and relevant messaging (e.g., FGN, relevant products) will encourage Nordy Club members inactive 12+ months to re-engage and make a trip.
Methodology
Test only, will measure organic lift
Audience
Loyalty Members (Non-Cardholders) that have not made a purchase in the trailing 12-30 months; 1.3M population
Customer Experience
Customers enrolled in the Nordstrom email program, along with dual Nordstrom and Rack email subscribers, will receive both a launch email and a reminder email.
Results
Successful
8.8K notes redeemed (win-back customers), 23.3K trips at a 0.7% note redemption rate, and $695K contribution margin.”
Next Steps
Incorporate strategy into the Lifecycle X Loyalty playbook; ensure in-store messaging stands out in future email copy
Nordstrom Under $150 vs $100 Outfitting Email
Hypothesis
Sending A+LE customers a budget-focused ‘Style Steals’ template testing $150 vs. $100 price-point messaging will drive incremental trips and reveal which price point performs best.
Methodology
A/B/C (Version A, Version B, No Show)
Audience
New and lightly engaged customers with a Women’s affinity.
Customer Experience
Customers in the test group receive an email (Under $150 or Under $100 version) featuring head-to-toe, occasion-based products at that price point.
Results
Under $100 outperformed Under $150 messaging: +2.6% trip uplift, 729 incremental trips, and $168K revenue impact during the test period.
Next Steps
Based on combined May and June results, we recommend scaling Under $100 messaging to 1x monthly for the total audience.