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In the new series of Vogue Business master class, in partnership with BigCommerce, we explore the theme ‘maximising the moment: excelling in e-commerce’. This looks at how brands can optimise their digital commerce strategies to take advantage of key moments in the retail calendar and maximise impact, as well as checking in on the progress already made as we head into the second half of the decade. For the first episode, Vogue Business head of advisory Anusha Couttigane was joined by Miguel Almeida, president of digital and customer experience at Nordstrom, to discuss the measures the business is putting in place to future-proof its strategy.
The conversation began with Almeida describing his start at the company: “My first day at Nordstrom was the first day of the pandemic, 9 March 2020. Everyone was at home… I saw digital and e-commerce players really focus on what I’m calling elements of transactional excellence,” says Almeida. He chiefly highlights how supply chains were interrupted — many brands had their inventory trapped in stores. Almeida believes this experience reinforced the importance of online and offline integration for retailers.
