Neiman Marcus Executive Summary

Neiman Marcus is a department store that provides various luxury products including apparel, accessories, jewelry, beauty and decorative home products to the affluent consumer. Its headquarter was located in Dallas, Texas. Neiman Marcus also provides different service to consumers, such as one-on-one sales assistance, membership service, and replenishment service (“Company Information”, n.d.). Some experiential components are store environment, customer service, and product quality and variety, etc. Neiman Marcus uses different strategies to keep the company competitive. Since people live in the technology surrounded world, advanced technology can help Neiman Marcus keep competitive. Neiman Marcus creates its own app in 2014. Also, Neiman

Consumers start the journey from advertising to store’s sales associate, and finally to mobile device app. Neiman Marcus advertises their mew products and events through many ways, such as e-mail, magazines, TV commercials, and social media. Moreover, Neiman Marcus uses some fancy images and colors in their advertisements to attract consumer’s attention. After consumers enter the store, the sales associate will provide a great service to them. The sales associates in Neiman Marcus are very warm and friendly. They can help their customers find what they want and give them suggestion. If the consumers don’t have the enough time to go to store, they can use online personal shopper service that “provides one-on-one sales assistance for all merchandise sold through NeimanMarcus.com, Neiman Marcus by Mail, and Neiman Marcus Stores (“Your Online Personal Shopper”, n.d.).” Also, “personal shoppers help preselect apparel for customers on tight schedules and those who valued highly customized service (Lynda, 2015).” Personal shoppers, also seen as sales associates, can build the effective relationship with their consumers. Finally, in 2014, Neiman Marcus app launches in the Apple store. The app allows consumers receive messages from the store, find the store location, and shop with the mobile app, etc. “It allows customers to FaceTime with sales associates