Nordstrom, Inc.: Make Room For Shoes campaign

Rayna Bailey



OVERVIEW

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com—in 1998, quickly discovered that selling shoes online could be big business. By the end of that year shoes accounted for 30 percent of all Nordstrom's online sales. In response to growing consumer interest in shopping online for shoes, and armed with its history as a shoe store and its reputation for offering a wide selection of footwear, Nordstrom.com spun off a new website, Nordstromshoes.com. The site's inventory included 20 million pairs of shoes from some of Nordstrom's most popular brands and promised consumers that it was the world's biggest online shoe store.

Nordstrom enlisted ad agency Fallon McElligott Minneapolis to create a marketing campaign, estimated to have a budget between $15 million and $17 million, to support the launch of the shoes-only website. Although the new site offered a selection of shoes for women, men, and children, the campaign, titled "Make Room for Shoes," targeted women, who were most likely to be passionate about footwear. It began in November 1999, ran for 60 days, and included television spots, billboards in selected markets, and print ads in fashion, business, and entertainment magazines.