Activation Commerciale

(Author : Cassidy Mantor)
Neiman Marcus has turned to its millennial employees for help in sourcing a new beauty shop concept called Trending Beauty that will pilot at the department store’s NorthPark Center location in Dallas.

Neiman Marcus pilots millennial employee-sourced Trending Beauty shop

Neiman Marcus reported its average beauty customer was 51 years old at the time of its IPO in 2015. In an effort to stay in business and appeal to a new generation of beauty customer, the retailer assembled a focus group of 20 assistant buyers, merchandisers and planners in their twenties to share their favorite beauty products outside of the range of inventory usually carried by Neiman Marcus.

The results are 45 brands across skincare, makeup, self care, ingestibles, candles, and oils. Brands include Ouai, KNC Beauty, Lipstick Queen, Bioeffect, Hum Nutrition and Joanna Vargas, with the average price point standing at $50 an item.

The Trending Beauty shop is carved out of the beauty floor with modern wood and metal fixtures, and is designed to stand out to millennial shoppers with its neon pink signage. Neiman Marcus is the latest retailer appealing to millennials. Bloomingdales unveiled its GlowHaus concept at five locations. However, while GlowHaus sits adjacent to other millennial brands, Trending Beauty is an enclave in an otherwise more mature retail experience.

Kelly St. John, Neiman Marcus’ VP of beauty said, “There’s been such a growth in up-and-coming beauty brands in the last [several] years, and we wanted to curate an assortment we could position not only to our existing customers, but to new customers as well.”

St. John noted that Trending Beauty is part of an overall operations strategy of being more nimble. She explained that they installed the space in three hours in an effort to get the consumer the product she wants immediately.

Trending Beauty also joins other new Neiman Marcus beauty initiatives: the Wellness Shop opened earlier this year, offering supplements and ingestibles, and last month the retailer partnered with Indie Beauty Expo to bring 15 indie beauty brands to its assortment.

Trending Beauty is open now in Dallas, TX’s NorthPark Center, close to the retailer’s headquarters. Neiman Marcus has not confirmed additional locations but plans to open more shops this spring if Trending Beauty in Dallas is a success.

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(Auteur : 
While the beauty department at Neiman Marcus is associated with luxury brands like Natura Bisse, Chanel, Eve Lom and Yves Saint Laurent, the high-end department store recently debuted a Wellness Shop at its Northpark and Willowbend locations (Dallas and Plano, Texas respectively) on June, 9. 

Neiman Marcus debuts wellness beauty shop

The Wellness Shop is an extension of the activewear department (NM Active) that is stocked with wares from brands like Tory Sport, Alo Yoga and Blanc Noir. “With the opening of the The Wellness Shop at Northpark and Willowbend, within our NM Active apparel and lifestyle areas, we’ve added an edited assortment of unique natural, organic, and clean beauty brands,” Jim Gold, Chief Merchandise Officer, Neiman Marcus, told “NM Active serves as a one-stop-shop for customers seeking a fashionable, healthy and active lifestyle.”

Of the 23 products on offer, 21 are new to Neiman Marcus and are classified as either natural, organic, eco-cert or clean and green—8 Greens, Tata Harper and Kiehl’s were already available. Products are organized by type (think serums, masks, supplements) rather than by brand, and the retail setup is open-sell, so customers can shop at their leisure. Some highlighted brands include Grown Alchemist, French Girl Organics, Hum, Joanna Vargas and Clean Fragrance.

The first NM Active shop opened at NorthPark (Dallas) in Fall 2015. There are currently 23 Active shops, with 14 additional stores opening in August this year. When it comes to The Wellness Shops, so far there are only plans to expand to Los Angeles, San Francisco and Chicago in August.

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(Author : Caroline Baldwin)
Neiman Marcus is launching a mirror screen which videos customers trying on different styles of sunglasses.

Neiman Marcus unveils Sunglass Memory Mirror technology

Neiman Marcus has unveiled its Sunglass Memory Mirror technology, which allows customers to record videos of them trying on frames in-store to watch back on a big-screen to see exactly how they look. Shoppers can also send the videos to their smartphones to watch later.

The luxury fashion retailer has partnered with technology vendor, MemoMi, and eyewear brand wholesaler, Luxottica, to deploy the technology in five Neiman Marcus stores – Palo Alto, San Francisco, Houston, NorthPark and Fashion Island.

The Sunglass Memory Mirror ensures customers can see what they look like wearing different frames. Customers can view different ultra-HD videos side-by-side  on the large screen. They can also share the videos via email and social media platforms, as well as with the sales associate for future recommendations.

At Neiman Marcus we strive to enhance our customer experience. The Sunglass Memory Mirror adds the whit and whimsy back to eyewear shopping.” said Scott Emmons, head of the Neiman Marcus Innovation Lab. “The ability to see how a frame looks from every angle and instantly share it with one’s social network reiterates Neiman Marcus’ objective to continually surprise and delight.”

Fabrizio Uguzzoni, President of Luxottica Wholesale NA, added: “We saw an opportunity to better engage consumers within Neiman Marcus’ high-touch sunglass retail environment. The Sunglass Memory Mirror integrates technology seamlessly into the shopping experience, giving shopper the tools to find their perfect sunglass fit and share their experience with friends across social channels. It’s one of many ways we’re looking to improve the way consumers shop for, and interact with, eyewear.”

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(Author : mobilecommercedaily)
Department store chain Neiman Marcus is expanding the visual recognition capabilities in its brand application to help consumers find the products they are looking for across all departments.


Neiman Marcus expands visual search to provide instant gratification to consumers

Previously available only for shoes and handbags, the retailer’s “Snap. Find. Shop.” function enables users to enter a 3D image and have product suggestions from Neiman Marcus’ ecommerce site that are similar in appearance delivered instantaneously. The feature has been met by strong consumer demand since its launch late last year, prompting the store to roll out additional product categories.

Making a suggestion
Last fall, department store chain Neiman Marcus updated its mobile app to provide a quick and easy shopping option for consumers through a then-new Snap. Find. Shop. feature. Neiman Marcus paired with mobile visual search firm Slyce to create the shopping feature, which likely appeals to the younger, more tech-savvy consumer who is interested in finding the latest trends and styles. Now, this function is available across women’s apparel, shoes, handbags, jewelry, home furnishings, children’s, pets and men’s fashion, allowing everyone to take advantage of the utility.

“Online shopping begins with search – either through key words or navigating filters. With the expansion of Snap. Find. Shop. to all categories of merchandise, we are able to exceed our customers’ expectations and allow them to easily shop with us at any time and from any place,” says Wanda Gierhart, CMO of Neiman Marcus Group, in a statement.”Visual search removes hurdles, taking the customer directly from inspiration to gratification.”

Also reacting to the growing mobile connectivity of its shoppers, Neiman Marcus Group is giving consumers a new way to pay with the launch of a brand-specific mobile wallet. Neiman Marcus worked with Capital One to create a mobile payment solution that enables consumers to store credit card information within its app for iPhone, allowing them to use their phone’s screen as a form of payment when in-store. This claims to be the first mobile wallet released that was created specially for a retail card partner.

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(Author : Aleksandra Ozimek)
Neiman Marcus launched its own mobile wallet with Capital One bank for its credit card customers who own iPhones and is also experimenting with beacons.


Neiman Marcus enhances its mobile technology development

The NM Mobile Wallet app allows customers to make in-store purchases without having to carry an actual credit card. The app will work with Neiman Marcus, Bergdorf Goodman and customer cards from Visa, Mastercard, American Express and Discover. The Neiman Marcus InCircle loyalty program lets customers earn points, but mobile payments have to be made with a store card. The Mobile Wallet does not allow the use of gift cards.

NM mobile wallet

Instead of accepting Apple Pay, Neiman Marcus chose to do its own thing. The app has an additional advantage because it works on more iPhone versions than Apple Pay, which works only on the newest iPhone 6. However, NM Mobile Wallet, requires that phones operate at with at least version iOS 7. Apple Pay has been successful in the mobile payments market, more than other mobile wallets, but many retailers have been reluctant in accepting this form of payment. According to The Dallas Morning News, many believe that mobile payments will become major this year, because both retailers and consumers are ready for them. Google Wallet and other mobile payment systems weren’t successful so far due to inadequate technology and consumer reluctance. Major retailers and consumer brands like Walmart, 7-Eleven, Exxon Mobil and Southwest Airlines are all working on mobile payment systems. Starbucks already offers its own mobile payments system that works with its loyalty program and provides its customers with the info they need.

Neiman Marcus and beacons

At the same time, Neiman Marcus is moving forward in another area in terms of mobile technology – beacons. It will be implementing beacons in three stores in order to provide shoppers with directions to in-store events. The retailer wants to differentiate itself from other retailers, which send customers coupons via beacon technology. Beacons are used by retailers typically to send them discounts while they are in the store, but Neiman Marcus is promoting in-store events this way, including trunk shows, guest designers, book signings and other in-store events. Neiman Marcus sends push notifications only for events happening on the day the shopper is in the store, to make sure she doesn’t miss out. Instead of integrating beacons within its app, Neiman Marcus integrated its beacons in Apple Inc.’s Apple Passbook mobile wallet app using Aruba Networks beacon hardware. As a result, Neiman Marcus only sends push notifications to iPhone users. The retailer has 10 beacons per store, though not all are active at the same time, and shoppers receive one message per shopping trip.

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(Author : Marzena Zarzycka)
A luxury retailer Neiman Marcus introduced a new, digital kind of mirrors that enable the customer to compare different outfits at the same time.


Neiman Marcus introduced smart digital mirrors


The so called MemoryMirrors are created by the company MemoMi. The invention was installed in Neiman Marcus Walnut Creek store in California. In the following months, the retailer also plans to introduce them to two of its San Francisco and two Dallas locations.

New digital experience

The new kind of mirror was introduced at the National Retail Federation expo last year. Neiman Marcus worked with MemoMi to customize the new feature so that it fits the luxury brand’s identity. The MemoryMirror combines many functions together: a digital video screen, 360-degree viewing and social networking. It allows the shoppers to compare how different outfits look on them, in real time.

Firstly, the customer must try the clothes, step out of the fitting room, and present the outfit in front of the mirror located nearby. The digital screen records and remember each try-on and the customer can arrange them in pares to compare how she looks like in different dresses or shoes. In near future the mirror will also be showing different color variations of each product.

Gesture commanding technology

The mirror, which is actually a 70-inch digital screen, remembers as many clips as the customer wants. The try-ons can also be downloaded to the clients smartphone, shared by e-mail or social media, co that friends can help the customer decide which outfit to buy. To control the mirror, the customer uses a tablet, but MemoMi is currently developing a gesture commanding technology. The MemoryMirror uses a perspective distortion correction technology, so it sizes the screen to fit the customer. In result, the customer’s feature fills the shot, regardless of how far from the mirror he stands. This is yet another new technology that appeared lately in Neiman Marcus stores. Lately, the retailer introduced customized tablets enabling the customers to browse the retailer’s online inventory.

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(Auteur : Aleksandra Ozimek)
Neiman Marcus went omnichannel a few months ago, merging its online and offline shopping divisions for a seamless experience, and now it added search technology to its mobile app. Shoppers can take photos and find similar items from Neiman Marcus with a single click.

The service is called Snap Find Shop and has been designed by mobile visual search firm Slyce from Toronto. It has been integrated into the existing app. Neiman Marcus will test the technology for its footwear and handbag categories.

Making shoppers’ lives easier

Shoppers can use the technology to take photos of items they like using their mobile phones, and instantly get similar results of handbags or footwear sold by Neiman Marcus with similar characteristics like color or material. All of the footwear and handbag collections sold by Neiman Marcus will be included. Neiman Marcus knows its customers well, which is why its aiming “to better serve that impatient shopper.” The company made it a priority to integrate the Snap Find Shop feature into the existing app to make life easier for customers and not force them to download a separate app just to use the technology. “Today, most online shopping begins with search – either through key words or navigating filters – and as they say, a picture is worth a thousand words. Visual search removes hurdles, taking you directly from inspiration to gratification. In essence, Snap Find Shop is a revolutionary way to service our customers at any time and any place,”said Wanda Gierhart, chief marketing officer of Neiman Marcus Group.

Visual product search from Slyce

Slyce, the company behind Snap Find Shop, recently secured $12 million in funding and partnered with US-based retailer Tilly’s to form Tilly’s Snap Shop. Slyce is a visual product search platform and is calling itself “The Want Engine.” “Slyce has often been described in the media as the ‘Shazam for stuff’ and this integration with Neiman Marcus offers users that highly-intuitive, one-click, snap-to-result experience for luxury fashion,” said Mark Elfenbein, President and chief executive of Slyce. In the future, the app’s feature will be expanded to feature products other than handbags and shoes.

Neiman Marcus being omnichannel

The retailer also added a new feature to its e-commerce site, MyNM, showing shoppers what changed since their last visit to the site, what the current trends are and what is being pinned most on Pinterest at the moment. MyNM works like a sales associate would, replicating the in store experience online. The feature is not yet mobile. Customers find MyNM helpful during their shopping trip to

A few months back, Neiman Marcus noticed the changes in how customers shop both in-store and online, and changed to adapt to the more mobile shopping methods customers are used to. “Our customers do not differentiate between channels and now neither will we. These changes allow us to operate as one single Neiman Marcus brand,” said Karen Katz, the retailer’s president and CEO.

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The Neiman Marcus Group is reorganizing its leadership structure by merging its stores and online management structure into one team as it looks to expand its presence across all channels. The change will take effect April 14.

Nieman Marcus avril 2014

“Over the years the way our customers shop our stores and websites has changed, and will continue to change with the increasing popularity and convenience of smart phones and tablets,” Neiman Marcus CEO Karen Katz said in a statement. “Our customers do not differentiate between channels and now neither will we. These changes allow us to operate as one, single, Neiman Marcus brand.”

Under the changes, Jim Gold, currently president of specialty retail of Neiman Marcus, has been named president of The Neiman Marcus Group and chief merchandising officer. He will be charged with an integrated merchant and planning team for Neiman Marcus stores and online.

John Koryl, currently president of Neiman Marcus Direct, also moves into a bigger role, and will serve as president of Neiman Marcus stores and online. Gold and Koryl will both continue to report to Katz.

As part of this reorganization, the divisional merchandise manager positions over various categories will be responsible for both store and online merchandise.

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(Auteur : Laurence Faguer)
L’app en passe de détrôner le site marchand ? On est en droit de la penser, lorsque l’on observe l’app que vient de lancer Neiman Marcus.



Alors qu’une majorité d’applications mobiles  d’enseignes sont essentiellement marchandes, la chaîne de grands magasins américaine a choisi de  mixer contenus et achat. La raison ?

Le shopping on-the-go. Le consommateur “always connected ” veut tout et tout de suite, s’informer et acheter. Plus de temps mort. Nous appellerons cela  gratification immédiate matinée d’efficacité. Dans l’article que lui consacre Luxury Daily , Wanda Gierhart, chief marketing officer chez Neiman Marcus Group, Irving, TX, explique la démarche : «Notre objectif est d’accroitre l’interaction avec nos clients. Ils sont toujours intéressés d’apprendre plus sur les produits, et d’acheter ».

Le résultat est plutôt convainquant. Jugez vous-même. L’app de Neiman Marcus informe à la fois  sur :

Les services liés aux magasins physiques  (n’oublions pas qu’à la base, Neiman Marcus est une chaîne de grands magasins physiques, qui ont besoin de trafic) , l’inspiration, les tendances, la mode, notamment en intégrant les flux de ses plateformes digitales : blog, instagram, l’achat,  la fidélisation, avec son programme de fidélisation In Circle auquel on accède en direct (inscription au programme, accès à son compte, décompte des points fidélité…).

Dans le détail :

La home page de l’app propose 5 entrées : the store, shop, NM connect, InCircle et account. Egalement présents, 2  liens appelé  «messages»  et un lien ‘The store’;

  • «Messages» renseigne le client sur les événements  et les offres spéciales du moment, comme le  « Real Deal sale » ou le  « beauty event ». Un bouton permet d’aller vers “shop now” ou de localiser le magasin le plus proche pour s’y rendre physiquement.
  • «The store» est un vrai service personnalisé  : il permet là aussi de localiser le magasin le plus proche , en choisissant le mode Localisation, ou la fonction Recherche. Une fois sur la page d’un magasin, la personne peut voir les événements spéciaux, les services associés et le nom des « sales associates » classés selon leur département.
  • Mais cela ne s’arrête pas là.  Ces  Sales associates , qui se présentent avec leur nom, sont joignables par téléphone, sms, email ou encore en direct à l’instant précis, via la solution FaceTime. Un vrai ‘personal Shopper’ en mobilité. Et les utilisateurs peuvent aussi recevoir des alertes sur des évènements magasins et des offres spéciales.

    ‘’NM The connect  ‘’ est centré contenus, et donne accès aux plateformes digitales de  NM :  son blog, des vidéos,  Instagram.  Une manière de rendre compte des dernières tendances Fashion, à l’égal d’un Spécial Mode des magazines féminin, mais en temps réel et donnant aussi la place aux contenus alimentés par les utilisateurs eux-même (UGC), tendance phare pour donner envie d’acheter.

  • Le fait que ces flux soient intégré à l’app permet de ne pas perdre l’audience en chemin : les personnes restent sur l’app de NM. Et ils ont une raison d’y revenir, lorsqu’ils sont ‘on-the-go’ et non devant une tablette ou un ordinateur. Il serait d’ailleurs intéressant de mesurer si NM voit son trafic baisser sur son site accessible via la tablette.
  • Le fait de mélanger dans une même app contenus et commerce est très intéressant puisqu’il donne à voir à l’audience plus qu’il n’y a dans le magasin, tout en proposant  l’achat immédiat. Et pour Neiman Marcus, c’est une manière d’élargir sa clientèle aux personnes ne résidant pas à  coté d’un Neiman Marcus, en se positionnant comme un média mobile d’achat et de découvertes mode et tendances.

    Mais loin de moi l’idée d’opposer magasin physique et app… Le plaisir de se rendre dans un grand magasin est immense.

  • Source : customer-insight-consulting
(Author : Sarah Jones)
Luxury department store chain Neiman Marcus pointed consumers towards its mobile commerce site with mobile advertisements detailing a gift card promotion that the retailer was offering. 

The Neiman Marcus mobile ads ran on New York Magazine’s lifestyle blog The Cut and The New York Times’ T Magazine page. These ads will likely generate full-price mcommerce purchases at a time when most consumers are slowing their spending after a season of shopping. “With the holiday season just in the rear view mirror, most people aren’t thinking of spending more,” said Doug Stovall, chief operating officer of Hipcricket, Kirkland, WA. “Consumers need to be pushed to continue shopping after the holiday buying season and the after Christmas sales.

“This ad incentivizes the consumer with an offer that many will find too good to pass up,” he said. “Placing it in multiple relevant mobile sites puts the message in front of a receptive audience, whether they are on the go on their mobile phone or escaping the cold at home on their tablet.”

Call to purchase
Neiman Marcus’ ad on The Cut was placed in a banner position on the magazine’s beauty section page. The ad is a light turquoise color, which stood out against the white background of the Web site. On T Magazine’s page, the ad ran on the side, also eye catching among the primarily white page. The ad cycles through copy, telling viewers they can receive up to a $300 gift card, then letting them know the promotion continues through Monday and finally informing consumers that the retailer has free shipping and returns. 

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