Opinion: the shopping experience can be more important than the product

Advertising Age: Nordstrom executives long have made it their business to do whatever is necessary to please the consumer — everything from stocking every possible color and size of a pair of shoes to having a sales associate buy an out-of-stock item from a competitor only to turn around and resell it to his or her customer. It is important to note that neither the department store itself nor its products are what are being overtly proffered; instead, it's a very high-end, individualized and personally gratifying shopping experience.

Read more