233. Diversity is in Nordstrom’s DNA: How the retailer creates a more inclusive environment
Retail Gets Real · with Fanya Chandler and Gemma Lionello · August 17, 2021 · 27 min
Summary
This episode reveals how Nordstrom has woven Diversity, Inclusion, and Belonging (DE&I) into its core business strategy, demonstrating that DE&I is not just an ethical imperative but a crucial driver of business success. Learn from Nordstrom executives how a major retailer implements actionable strategies to create an inclusive environment, impacting everything from customer experience to merchandising.
Key takeaways
Nordstrom integrates DE&I directly into its business strategy, recognizing it as a core driver of success, not just a separate initiative.
DE&I efforts in retail foster a collaborative environment across competitors, demonstrating shared industry commitment to improvement.
DE&I directly influences customer engagement and brand loyalty, making it a critical component of brand strategy.
Leadership is paramount in embedding DE&I principles throughout an organization, moving beyond generic statements to actionable implementation.
Inclusive merchandising and marketing campaigns are essential outcomes of a strong DE&I strategy, reaching diverse customer segments effectively.
While the retail industry is very competitive, improving diversity across the industry is one area where retail companies are working together, sharing ideas, and learning from one another. We're talking with two leaders from Nordstrom about the company's diversity, inclusion, and belonging strategy. Fanya Chandler is SVP of the Southwest Region and Personal Styling, and Gemma Lionello is Executive Vice President, General Merchandising Manager of Accessories and Beauty. They share the progress they're making in DE&I, and why the strategy is important for the business as a whole. Learn more at retailgetsreal.com.
