Question 1: How else can Nordstrom continue to provide exceptional customer service and increase brand loyalty?

Provide customer service as a way to build the brand of a product and is the key to customer retention. Referring to branding, customer service is often the last element and often the most overlooked. This is a big mistake - and a big opportunity missed. Use customer service to reinforce your brand is an essential way, making businesses to become different, and increase brand loyalty. If done properly, it will create a sustainable competitive advantage really. Robert Spector, author of The Nordstrom Way in a seminar on the recent SEMA gives the message "Customer Service Is Not a Strategy , It's a Way of Life " ( Mary DellaValle , 2009) . As a strong brand in the fashion, jewelry and cosmetics, Nordstrom has done a good job providing customer service to achieve maximum satisfaction of them . Nordstrom has implemented many policies and customer care network to different customer satisfaction. For example, Nordstroms no questions asked return policy, Fashion Reward loyalty program, and their customer preferences tool, Personal Book, are all systems that help the retailer set standards in customer service and loyalty (Kotler & Keller, 2012). Buy clothes at Nordstrom, you can take out at any time return. After-sales services and facilities attached anytime, anything, customers can bring their free repair or return full money if not satisfactory with the products. Especially rewards program for customer on four different levels based on their spending. (Kotler & Keller, 2012) the transfer level is based on the value of customer purchases. Nordstrom has turned their Stores into "A Place to Rest" Another great thing that Nordstrom has done was the attitude of the staff. Every attitude of sales staff have a strong influence on the customer. For example, when customers come, they should smile and greet. In addition, opinion and customer feedback options when clothing is one of the most effective ways that companies are always interested in all of the customers. Bruce Nordstrom Nordstrom former president likes to say: "We can hire nice people and teach them to sell, but we cannot hire salespeople and teach them to be nice." (Kristen Christian, 2012)

Currently, the development of social networking sites such as Facebook (reach 1 billion users), Pinterest, .... very robust and fast. Social networks play an important role in modern marketing. A study in the last 2 months of the IAB Interactive Advertising Bureau-Americans made the comment that Digital Marketing, in particular social media network will affect the purchasing decisions of consumers. Kristin Brewe, Director of Communications and Marketing of IBA, said: "Clearly, social networks have the potential to turn customers into brand fans of the brand." Improving communication skills of employees and building relationships through social networking are two other main thing that Normstrom have to provide customer service as well as brand equity.(xolo, 2013) In conclusion, in the words of Tim Calkins, marketing professor, Faculty of Business Administration from Northwestern University Kellogg "The strategy of Nordstrm never focused on the company or its employees, all of Nordstrom are energy accrue to the customer, and that is the secret to success of them."(PAULA, 2012) Reference Kotler, P. & Keller, K (2012). Marketing Management 14E. Upper Saddle River, New Jersey: Prentice Hall. Mary DellaValle, (8/10/2009). Customer Service Is Not a Strategy; It's a Way of Life. Retrieved from:http://www.importcar.com/Article/66751/customer_service_is_not_a_strategy_it s_a_way_of_life.aspx Kristen Christian (2012) Improving Member Service: Hire the Smile, Train the Skill. Retrieved from: http://www.cuinsight.com/improving-member-service-hire-the-smile-train-theskill.html#sthash.mcYE6iCl.dpuf

Xo Lo, (12/07/2013) Truyn thng qua mng x hi - Nhn t quan trng ca digital marketing nm 2013. Retrieved from: http://genk.vn/digital-marketing/truyen-thong-qua-mangxa-hoi-nhan-to-quan-trong-cua-digital-marketing-nam-2013-20130711112228662.chn Paula Andruss, (March 20, 2012) Secrets of the 10 Most-Trusted Brands. Retrieved from: http://www.entrepreneur.com/article/223125

Question 2. What are Nordstroms greatest risks, and who are its biggest competitors? During and after the financial crisis, many believers have abandoned shopping habits of their consumer efficiency, making Nordstrom retailers as well as many others have crumbled. As analyzed above, Nordstrom is positioned as a quality company that offers the best customer service. This company focused on building brand loyalty with customers. Nordstrom has held many different campaign care big, it took a lots of Nordstrom budgets. However, the economic situation of the current crisis, perhaps the Nordstrom's strengths to become the biggest risk in their business. When the money is no longer abundantly, people will curb unnecessary spending, focus for financial needs such as electricity, water, gas .... According to Mehta recent years, the economic downturn led to a decrease in the purchasing power of the customers, especially the apparel market (Mehta, 2013). All the fashion brands are faced with this. Access to the high fashion or popular fashion site, we can see a variety of discounts, the customer care regime is launched, but not much customers shopping. This is no exception with Nordstrom. A further risk of Nordstrom is store rent payments and staff salaries. Nordstrom is now present in 35 countries with 117 stores. (shop.nordstrom, 2013). That means the amount of money spent to rent the store and paid staff is enormous. To maintain stores, Nordstrom's profit may be reduced significantly. Another factor that Nordstrom also faces is competitors. Nordstrom's competitors may include Macy's Inc. (M), Dillard's (DDS), JC Penney (JCP) .... It is the companies that provides a full range of luxury fashion items, especially with many discount. Those companies also has fashion stores throughout the system, a customer care policy carefully. For example, Macy's Inc. Macy's Gift Cards program Mean Business over 800 locations nationwide and online at macys.com (Macy's Corporate Index, 2013) as well as mode of delivery, extensive sales online. The same winter coat products similar Nordstrom but cheaper at Macy's because have discounts.

Source: http://shop.nordstrom.com/s/michael-michael-kors-hooded-down-walking-coat-onlineonly/3595156?origin=category&contextualcategoryid=0&fashionColor=&resultback=300

Source: http://www1.macys.com/shop/product/michael-michael-kors-coat-hooded-quilted-downpackable-puffer?ID=856514&CategoryID=269&RVI=Browse_1 Nordstrom also has the large competitors are retail stores, outlet stores, and online sites such as ebay, 1sale.com, shopping.com ... Many big fashion brands (Zara, HM, Ralph Lauren, Michael Kors ...) launches promotions and customer care, set up stores around the world.

In summary, Nordstrom currently facing many risks, to overcome the risk and compete with other competitors, beside to maintaining the strategic goods and keep reputation for the brand, Nordstrom should have more creative in Marketing and Strategy innovative the new products. Reference Kotler, P. & Keller, K (2012). Marketing Management 14E. Upper Saddle River, New Jersey: Prentice Hall.

Macy's Corporate index, (2013). Macy's Gift Cards Mean Business. Retrieved from http://www1.macys.com/store/corporate/index.jsp Shop.nordstrom (10.2013) About us. Retrieved from http://shop.nordstrom.com/c/about-us Mehta, M. (2013). How does the Global Economic Crisis Affect Textile, Apparel Sourcing?, Retrieved from http://apparel.edgl.com/case-studies/How-Does-the-GlobalEconomic-Crisis-Affect-Textile,-Apparel-Sourcing-86371