Nordstrom Picks Blue Martini Software

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Nordstrom Inc. has selected applications from Blue Martini Software Inc., San Mateo, CA, to enhance its in-store retail customer relationship management efforts, Blue Martini said yesterday.


Blue Martini said that 20,000 Nordstrom salespeople in 137 stores will use point-of-sales devices now in development as well as Blue Martini Clienteling, an in-store retail CRM solution that will automatically notify POS salespeople to alert specific customers about sales events, new merchandise arrivals, in-store promotions and other offers.


They also will communicate with customers via the Blue Martini Relationship Marketing application, which lets marketers engage in multi-step, cross-channel dialogues with customers, prospects and channel partners.


The new system will make salespeople more efficient, according to Nordstrom, which has not set a date for the rollout. The information will be stored in a central database.


In addition, Nordstrom sales associates can scan merchandise's barcodes using handheld devices and see a list of customers who are big purchasers of the brand. They then can immediately send e-mails with photos of the merchandise to the customers from the handheld device.


Blue Martini is working with other retailers to use the technology by early 2003.


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