Exclusive l4 Fall Shopping Event All Storesnotes

EXCLUSIVE L4 FALL
SHOPPING EVENT
OCTOBER 18, 2015
EVENT MARKETING TOOLKIT
EVENT OVERVIEW
L4 PRIVATE SHOPPING EVENT SUNDAY, OCTOBER 18, 2015
For the 2nd consecutive year, we will offer an exclusive and compelling shopping
experience for L4 Nordstrom Reward members and one guest
This event format is intended to be flexible by store, based on the number of
attendees, in order to offer an elevated and personalized shopping experience, with a
surprise and delight gift given to each L4 member and their guest for attending.
The 10-point offer will be live all day 10/18/15 in all Nordstrom FLS stores.*
*Exceptions are stores closed on Sunday:
#73 City Creek in Salt Lake will not host an after-hours event, 10 pt offer will be live on Saturday 10/17/15.
#520 Garden State Plaza, will host their party on 10/15/15. Please see attached detailed store dates listing
.
Strategic Goals and Objectives

Deepen relationships with our most valuable segment of members and thank them for their
loyalty
Deliver on the promise of invitations to exclusive in-store events
Support overall volume goals
Create a compelling reason for L2 and L3 members to achieve L4 status
EVENT OVERVIEW
10 Point Shopping
Level 4 Nordstrom Reward members will earn 10 points per net $1 spent
on all Nordstrom Credit and Debit Card purchases at participating
Nordstrom FLS stores
Elevated Catering & Cocktails

Enhanced and elevated menu, more robust than Holiday Rewards Events
DJ and/or Valet
Enhanced event elements to create a special experience
New Customer Self-Service RSVP

L4 members will be able to RSVP upon receiving their invitation using a
new online or call-in tool
Luxe Surprise and Delight

Custom Nordstrom-Branded Throw Blanket will be given to each guest attending
the parties as a thank you for their loyalty. Additional quantities have been sent to
non-hosting doors for L4 customer appointments on October 18
(Gift Shipments shipped via Nordstrom DCs, Attn: Store Manager; allocations attached in Appendix)
3
Custom Sewn-On
Label
Custom Hangtag
CUSTOMER GIFT FOR ATTENDING
PARTICIPATING STORES
We are hosting this event in 85 select doors company-wide using one or

more of the following filters:
Doors with over 400 L4 members
Geographically isolated (i.e. Hawaii, Alaska)
And/or other unique market considerations relative to providing a convenient
experience
Stores
Region
Everett
Elmer
Lloyd
Capital
600 | 621 | 623 | 629
622 | 637 | 750 | 751
626
Midwest
220|221|222|223|228
225|227|230|234|235|237|238|239
232|236 | 240 |283
NCal/HI/NV
421|422|423|425|427|706
386|420|429|430|434
North East
520 | 523 | 524 | 527
Confidential
522|526|531|535
Confidential
Confidential
North West
1 | 4 | 20|25
6 | 12
SCal
320|321|341|345|360|361
322|326|333|342|348|364
364
South East
759|763 | 765 | 774
759|760|762|768|772|701
773|775 | 789
South West
34|380|723|730|731
32 | 37 | 720 | 732
5
TARGET ATTENDANCE GOALS

FOR EVENT
NW STORES
ESTIMATES BASED ON CURRENT L4

CUSTOMER BASE 20% RESPONSE
Store
Number
Store Name
Total L4
Customers
Per Store
Downtown
Seattle
1,549
310
750
367
Bellevue
Square
2,242
448
1,064
675
Tacoma Mall
454
91
181
138
Spokane
100
146
12
Anchorage
211
42
84
170
20
Downtown
Portland
461
92
288
194
25
Washington
Square
1,069
214
457
456
6,233
1,247
2,924
Totals:
SW STORES
Totals:
Store
Number
Store Name
Total L4
Customers
Per Store
20%
Response
Rate
L4 + (1) Guest
Attending
32
Fashion Place
578
116
231
188
34
Park Meadows
984
197
394
420
37
Cherry Creek
438
88
175
132
380
Scottsdale
Fash. Sq.
1,372
274
549
276
720
Dallas Galleria
220
150
723
NorthPark
Center
1,079
216
432
310
730
Houston
Galleria
863
173
345
236
731
Barton Creek
Square
667
133
267
173
732
San Antonio
223
45
89
88
6,753
1,351
2,701
Confidential
549
110
20%
L4 + (1) Guest
Response Attending
Rate
Confidential
247
49
2014 Actual
Attendance
2014 Actual
Attendance

FOR EVENT
Store Number
Store Name
Total L4
Customers Per
Store
20%
Response
Rate
520
Garden State Plaza
404
81
162
100
522
Freehold Raceway
Mall
261
52
104
110
523
The Westchester
237
47
95
62
524
Roosevelt Field
258
52
103
145
526
Westfarms
360
72
144
75
527
The Mall at Short

Hills
255
51
102
75
531
Natick
276
55
110
65
535
Burlington Mall
205
41
82
108
2,256
451
902
NE
STORES

Confidential
Totals:
SE
STORES
Totals:
Total L4
L4 + (1) Guest
20% Response
Customers Per
Attending
Rate
Store
2014 Actual
Attendance
Store Number
Store Name
701
The Mall of San Juan
30
n/a
759
The Mall at Green Hills
738
148
295
200
760
Perimeter Mall
346
69
138
130
762
Town Ctr@Boca Raton
204
41
82
45
763
Village of Merrick Park
277
55
111
75
765
Int'l Plaza Tampa
133
266
130
768
Dadeland Mall
99
20
40
n/a
772
Phipps Plaza
184
37
74
44
773
Palm Beach Gardens
137
27
55
19
774
Aventura Mall
167
33
67
40
775
Waterside Shops
288
58
115
33
789
St. Johns Town Center
36
60
n/a
3,145
629
1,332
666
Confidential
L4 + (1) Guest
2014 Actual
Attending
Attendance
L4 + (1)
Total L4
20%
Guest
Store
Store Name Customers Response Attending
Number
Per Store
Rate

FOR EVENT
MW
STORES
Totals:
Store Number
Store Name
Total L4
Customers
Per Store
20%
Response
Rate
220
Michigan Avenue
1,326
265
530
269
221
Oakbrook Center
1,705
341
682
322
222
Mall of America
1,186
237
474
390
223
Old Orchard Center
1,042
208
417
215
225
Woodfield Shopping Ctr
650
130
260
153
227
Beachwood Place
476
95
190
129
228
Somerset Collection
621
124
248
n/a
230
Oak Park Mall
477
95
191
150
232
West County
102
86
234
Easton Town Center
287
57
115
121
235
Twelve Oaks Mall
295
59
118
n/a
236
Mall at Partridge Creek
53
11
21
n/a
237
Ross Park Mall
579
116
232
200
238
Fashion Mall at
Keystone
395
79
158
n/a
239
Kenwood Towne Centre
449
90
180
148
240
Saint Louis Galleria
299
60
120
40
283
Ridgedale
398
80
159
n/a
10,494
2,099
4,198
Confidential
256
51
L4 + (1) Guest
2014 Actual
Attending
Attendance
CAP
STORES
Totals:
2014 Actual
Attendance
600
Tysons
Corner Center
725
145
290
250
621
Pentagon City
353
71
141
150
622
Towson Town
Center
345
69
138
78
623
Montgomery
Mall
460
92
184
123
626
Annapolis
Mall, MD
629
Confidential
197
39
79
n/a
The Plaza at
King of
Prussia
563
113
225
110
637
Cherry Hill, NJ
226
45
90
n/a
750
SouthPark,
Charlotte
210
42
84
46
751
Streets at
Southpoint
203
41
81
35
3,282
656
1,313

FOR EVENT
Store Number
Store Name
Total L4
Customers Per
Store
20% Response
Rate
386
Fashion Show Las Vegas
340
68
136
58
420
Hillsdale Shopping Center
319
64
128
75
421
Broadway Plaza
897
179
359
232
422
Stanford Shopping Ctr.
819
164
328
200
423
Village At Corte Madera
473
95
189
83
425
Valley Fair
835
167
Confidential
334
213
427
San Francisco
359
72
144
90
429
Arden Fair
440
88
176
156
430
Stoneridge Mall
406
81
162
96
434
Galleria at Roseville
358
72
143
124
706
Ala Moana
230
46
92
179
5,476
1,095
2,190
NCAL STORES

Totals:
SCAL
STORES
Totals:
Store Number
Store Name
Total L4
Customers Per
Store
L4 + (1) Guest
20% Response
Attending
Rate
320
South Coast Plaza
1,018
204
407
412
321
Brea Mall
723
145
289
290
322
Los Cerritos Center
200
40
80
116
326
Shops at Mission Viejo
617
123
247
150
333
Fashion Island
461
92
184
88
341
Topanga
770
154
308
199
342
Del Amo Fashion

Center
76
42
345
Santa Anita
630
126
252
216
348
Thousand Oaks
331
66
132
111
360
Fashion Valley Center
1,130
226
452
324
361
University Town Center
637
127
255
150
364
North County Fair
240
48
96
70
6,948
1,390
2,779
Confidential
191
38
L4 + (1) Guest
Attending
2014 Actual
Attendance
2014 Actual
Attendance
CUSTOMER COMMUNICATION
49K Printed Invitations mailed to all current L4 members who
qualified in 2014 and also those who have qualified as L4 as of
August 2015*
*Exception: #701 & #789 will conduct a phone/personal letter
campaign to invite their customers to shop during the day, will
not host after-hours events.
Elevated/elegant printed invitation: in-home beginning September 22
The invitation will contain tickets for entry: Each invitation will admit
one L4 member plus one guest
NEW: All L4s with email on file will also receive Nordstrom Nvite,
deployed on September 22, with reminders on 9/30 & 10/8
10pts offer will be activated for all L4s who shop in the Full Line store
of their choice on 10/18/15 at any point during the day or evening.
(Activated on 10/17/15 for #73 and 10/15/15 for store #520)
10
INVITATIONS
Printed Invitations delivered in-home starting: September 22, 2015
Nvites for all L4s with Email address on file:
September 22, 2015
INVITATION FRONT
Note: This outreach is timed for POST Triple Points (9/16-9/20), to not impact sales
momentum of that Event
*Orange is
silver foil
*Green is
UV Print
11
INVITATION BACK, EXAMPLE
L4 and Guest
tickets will be
attached here
12
GUEST TICKET
13
NEW! RSVP MANAGEMENT

We are introducing a new RSVP process which will be straightforward and user-friendly for both customers and
store teams, plus provide us with real-time on-demand reporting!
Customers will RSVP via web or mobile through Nvite or call X-XXX-XXX-XXXX to RSVP
Customers will be prompted to RSVP electronically -OR-
Customers can call 800 number listed on the invitation and will be asked to enter their Nordstrom credit or debit card number
Customers will be prompted to select a party to attend. They are welcome to RSVP to any of the stores hosting a party in their area
Salespeople RSVPing for customer:
Your sales/store teams can RSVP to this event for their customer via System List 12
RSVP data will be in real time reporting for Service Call Center and Store Teams.
With simple self-registration, Store Administrators, Service Experience, CRM and Event Marketing Leads will be able to access their stores RSVP
list on demand, to review which L4s have or have not responded as of that moment.
All RSVP data can be easily exported to Excel to use for information sharing and to create alpha lists for event check-in.
This RSVP site will go live September 15. Directions for self-registration will be shared by that date, so appropriate individuals can create their
user name & password and explore the new system. This same new system will be in place for Canada Holiday Rewards RSVPs, and for future
campaigns after testing this for L4 and Canada.
14
BUDGET
STORE BUDGET FOR EVENTS

Maximum of $75 per person for catering. Catering should be
notably elevated from Holiday Rewards Events. This budget
covers: Food, Drinks, Rentals, Service, Tips & Taxes
An additional $1,000 is allocated per store to cover DJ/Band or
Valet or Car service, signage and is at stores discretion.
Account String to charge expenses:
XXXXXXXXXXXXXXXXXXXXX
Description: L4 Oct Shop Party +YOUR STORE NUMBER
EXPENSES COVERED SEPARATELY BY

CORPORATE LOYALTY BUDGET
All mailed invitations and postage
Nvite Expenses
Gift for attending (At Home blanket/throw)
15
NEW: EIM ENTRY AND REPORTING

FOR EVENT MARKETING LEADS:
FOR OPTIMAL EVENT TRACKING AND ROI REPORTING, WE WILL
UTILIZE THE EIM TOOL FOR THE L4 10.18.15 PRIVATE EVENTS.
THEY WILL NOT BE PUBLISHED TO THE SITE, HOWEVER IT IS
IMPORTANT EACH EVENT IS RECAPPED POST EVENT IN EIM.
All events will be entered into EIM for you by August 20.
(Not be published to the site).
Recap/Results Due Date: Plan to enter your stores

event expenses and results into EIM by 10/30/15
16
TIMELINE AND EVENT EXECUTION

L4 Private Shopping Event Sunday, October 18, 2015
Week of 8/10: Regional L4 Team hosts call with Regional Marketing Leads to review deck
By 8/20: Events for all stores will appear in EIM
By 8/31: Event Toolkits reviewed by Regional Marketing Leads with Store teams (Appointed store lead for execution
and CRM / SEM / PSM as appropriate)
Week of 9/7: Service Experience Group Toolkit sent to stores. Will include info for stores hosting and not hosting
parties
Determined by Region: Regional Marketinghosted store calls to review event details
By 9/21: Fresh Sheet Templates will be sent to Regional Event Marketing Teams for store use
By 9/22: As needed, order signs for early closing of store/store closed for private event (event-specific templates will
not be provided)
By 9/22: Print invitations begin arriving in-home. Nvite email deployed to all L4 customers with email on record
10/2: Monthly Service Experience Trip Driver List will be provided to all stores with contact info for L4 customers.
Stores can utilize this list to call customers about event.
10/13: RSVP deadline L4 attendees & guests
10/18: Events take place in all stores (except #73, shopping day on 10/17)
10/30: Event Recaps due in EIM
17
Next Steps For Regional Marketing
Review store L4 invitee counts and budget

Secure DJ, rentals, catering manage and ensure
expenses stay within budget
Share/regionalized toolkit with store teams, including
Store Managers, Admins, Service Experience,
CRMs in addition to Event Marketing partners
Partner with store teams to check and manage
RSVPs
18
GIFT ALLOCATION FOR ALL STORES

(YELLOW HIGHLIGHTS INDICATE STORES NOT HOSTING PARTIES)
Store
Gift Allocation
NCAL/HI
386
180
30
420
150
900
421
350
50
422
320
250
423
180
180
425
350
10
80
426
50
12
140
427
200
20
250
429
200
23
30
430
160
24
30
434
160
25
500
706
250
NW Total
3,220
NCAL/HI
Total
2,550
Store
Gift Allocation
NW
780
19
GIFT ALLOCATION FOR ALL STORES
(YELLOW HIGHLIGHTS INDICATE STORES NOT HOSTING PARTIES)

Store
Gift Allocation
SCAL
320
525
321
Store
Gift Allocation
350
SO
WEST
32
260
322
150
34
475
323
30
324
25
35
60
325
40
37
250
326
275
73
50
330
25
380
600
333
175
340
40
381
60
341
325
720
250
342
100
722
50
343
40
723
450
344
30
345
300
724
120
348
140
730
350
349
30
731
275
353
30
360
475
732
110
361
250
746
40
362
15
SCAL
Total
364
115
3,400
3,485
SO
WEST
Total
20
GIFT ALLOCATION FOR STORES
Store
Gift Allocation
MIDWEST
220
600
221
700
222
500
223
Store
Gift Allocation
759
375
760
150
400
762
80
225
275
763
150
227
200
228
300
765
275
230
200
766
20
232
110
768
50
234
130
772
75
235
125
236
80
773
60
237
240
774
70
238
160
775
100
239
180
240
130
789
75
283
300
701
80
MIDWEST
Total
4,630
1,560
SO EAST
SO EAST
Total
21
GIFT ALLOCATION FOR STORES HOSTING PARTIES
Store
N. EAST
520
Gift Allocation
200
521
45
522
140
523
120
524
150
526
175
527
130
528
40
531
120
534
30
535
120
536
40
N.EAST
Total
1,310
Store
Gift Allocation
CAPITA
L
600
325
621
180
622
150
623
190
626
90
628
40
629
250
631
30
632
30
635
30
637
100
639
30
750
100
751
100
CAPITA
L Total
1,645
22

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EXCLUSIVE L4 FALL

Strategic Goals and Objectives

Elevated Catering & Cocktails

New Customer Self-Service RSVP

Luxe Surprise and Delight

CUSTOMER GIFT FOR ATTENDING

We are hosting this event in 85 select doors company-wide using one or

600 | 621 | 623 | 629

622 | 637 | 750 | 751

232|236 | 240 |283

520 | 523 | 524 | 527

759|763 | 765 | 774

TARGET ATTENDANCE GOALS

ESTIMATES BASED ON CURRENT L4

TARGET ATTENDANCE GOALS

Garden State Plaza

The Mall at Short

ESTIMATES BASED ON CURRENT L4

The Mall of San Juan

The Mall at Green Hills

Town Ctr@Boca Raton

Village of Merrick Park

Int'l Plaza Tampa

Palm Beach Gardens

St. Johns Town Center

TARGET ATTENDANCE GOALS

Old Orchard Center

Woodfield Shopping Ctr

Oak Park Mall

Easton Town Center

Twelve Oaks Mall

Mall at Partridge Creek

Ross Park Mall

Kenwood Towne Centre

Saint Louis Galleria

TARGET ATTENDANCE GOALS

Fashion Show Las Vegas

Hillsdale Shopping Center

Stanford Shopping Ctr.

Village At Corte Madera

ESTIMATES BASED ON CURRENT L4

South Coast Plaza

Los Cerritos Center

Shops at Mission Viejo

Del Amo Fashion

Fashion Valley Center

University Town Center

North County Fair

September 22, 2015

INVITATION BACK, EXAMPLE

NEW! RSVP MANAGEMENT

Customers will be prompted to RSVP electronically -OR-

Salespeople RSVPing for customer:

STORE BUDGET FOR EVENTS

EXPENSES COVERED SEPARATELY BY

NEW: EIM ENTRY AND REPORTING

Recap/Results Due Date: Plan to enter your stores

TIMELINE AND EVENT EXECUTION

By 8/20: Events for all stores will appear in EIM

Determined by Region: Regional Marketinghosted store calls to review event details

10/13: RSVP deadline L4 attendees & guests

10/30: Event Recaps due in EIM