Neiman Marcus Customer Analysis Essay

Neiman Marcus: The epitome of luxury shopping. When you walk thru the doors of the department store, the aromas of the expensive perfumes and genuine leathers instantly greet one. The famous department store, originally Neiman-Marcus, originated in Dallas Texas, where their headquarters still operate. Starting with just one store in 1907, Neiman Marcus has now expanded to 42 stores nationwide. They started simply by stocking clothing for the high-class Texan woman, to now having expanded to a men’s section, accessories, shoes, make up and furniture. Although Neiman Marcus is still primarily for the wealthier consumer, they have done a great job at expanding their target market by opening two other type stores, Cusp and Last Call. Cusp is a
Neiman Marcus does an incredible job at placing items strategically throughout the store to best suit its consumers. This has a lot to do with how they decide to place seating in the stores. There are always many couches and chairs in the shoe department, which allows customers to sit down and easily try on many different pairs of shoes. If the customer feels they are receiving luxury service, they are more likely to purchase higher priced shoes. According to Underhill, “a chair says: we care” (Underhill 91). Neiman Marcus also provides “short-term parking” seating (Underhill 93). This seating is
This is not the case when shopping online with Neiman Marcus. Although consumers still cannot feel the clothing they are purchasing, Neiman Marcus guarantees the consumer will love whatever they are purchasing. If not, Neiman Marcus provides the consumer with a simple free return policy within 15 days of the delivery date for a full refund or credit. This gives the consumers some leeway while shopping online as they then know they will be able to return their items for a full money back guarantee. This is a fantastic marketing plan and a great way for Neiman Marcus to be trusted by their consumers, who will never feel pressured to keep an item they are not 100% satisfied with. This trumps Underhill’s interpretation of online shopping because when a customer is shopping on the Neiman Marcus’ website, they do not feel as if ordering an item means they are stuck with it forever. Underhill also believes that there is not a way for consumers to narrow their choices on the internet (Underhill 230). This is untrue for the Neiman Marcus’ website, which offers many different filters, including color, size, and prices. The website also includes goes even further details such as including sleeve length, dress length and neckline. Their website makes it very easy for the consumer to find exactly what they are