Case Study: Nordstrom doubles loyalty program membership with ProKarma

Nordstrom doubles membership for its loyalty program

Nordstrom, the fashion retailer behind Nordstrom, Nordstrom Rack, Rack.com, and HauteLook, wanted to better engage a younger customer segment and strengthen future growth in a changing retail landscape. ProKarma was brought in to assess the existing customer loyalty and rewards program journey and identify opportunities to improve acquisition and retention for target segments.

ProKarma worked across business and technology teams to evaluate customer behavior, define key engagement levers, and refresh the Rewards Program experience to better fit millennial shopping patterns across all channels. The new program delivered strong results: within 7 months of launch, Nordstrom Rewards more than doubled its membership, and 50% of the 7.8 million rewards members had joined through the newly offered non-tender program.

Nordstrom