Entry Points Into The Brand

A quarter century ago, our Nordstrom stores were designed to have Cosmetics near the in-mall entry to our store. Nothing like having fragrance constantly pumped into the mall to attract attention.

Of course, having Cosmetics near the in-mall entry door meant we attracted a lot of new customers ... Cosmetics customers.

And that was a good thing! Why? Because our analytics indicated that a new Cosmetics buyer would quickly cross-shop into other categories ... especially Women's Footwear, located right next to Cosmetics. From there the customer willingly cross-shopped into Women's Apparel and Accessories. Now we had a four-category customer ... our analytics indicated that a customer buying four times ... once from each of four categories ... was more valuable than a four-time buyer within just one category.

In other words, the success of the customer was pre-built into the design of the store.

What is pre-built into the success of the Macy's ecommerce customer?

A generation later and we've abandoned the concept of pre-building customer success into our designs.

For instance, here's a popular Shopify store.

Surely somebody at Kith understands the merchandise that brings in high-value new customers.

Right?

Surely you understand the "entry points" into your ecommerce store that generate high-value new customers.

Right?