Nordstrom Promotes New Golf Line With Web, Minicatalog

Share this content:
Nordstrom, Seattle, is using a specialty Web site, minicatalog and soon to be launched prize promotion to drive retail store traffic for its spring 1999 Callaway Golf Apparel and Footwear private label collection.

Nordstrom, which launched the Callaway apparel collection in 1994, mailed a 10-page minicatalog the first week of March to 250,000 households selected from its database. Selection criteria were not disclosed. The catalog showcases apparel, footwear, sun and skincare products from the spring collection, which are currently available only in the retailer's 99 stores.

The catalog also includes the URL for a companion Web site featuring the line (, which launched this month. The site allows visitors to browse through the collection and includes a search function that provides directions to the closest Nordstrom store and a link to the Nordstrom personal shoppers service. It does not support online purchasing. Orders for the spring collection can be placed through personal shoppers via e-mail, but the intent of the site is to build brand awareness and drive store traffic, according to Nordstrom.

Basic Callaway items not in the spring line such as polo shirts or golf shoes also are featured on the site and can be purchased online.

"When the customer is online we want to offer a certain service level that has a lot to do with choices," said Bob Schwartz, general manager of Internet for Nordstrom. "The site gives the department store experience. When you come to the site, you can still go into men's pants and be efficient, but if you want an experience, we will hit you with the emotion of what Callaway is all about."

Callaway is the first sub site for a line or collection of products but is not Nordstrom's first "emotion" site. Schwartz said is being integrated with window displays, catalogs and other merchandising to convey that white is an important theme of its spring lines.

The Callaway line will be a centerpiece of Nordstrom's Drive With Style promotion, which kicks off in stores next month. Visitors to the men's sportswear and women's activewear departments will have a chance to win an Infiniti I-30 sedan, Callaway golf clubs and apparel.

Contest entrants will be asked to provide basic demographic information and can opt to be placed on Callaway apparel or Infiniti mailing lists. The Callaway sub site will remain up through the promotion which ends in August.
Loading links....

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here