The competitive retail industry requires Nordstrom to support a variety of applications and technologies, some developed in-house and others available commercially. As Nordstrom marketing teams move through seasonal campaigns from Valentine’s Day to Father’s Day to Black Friday, new marketing technologies such as Adobe Workfront are being utilized to deliver customer-centric, personalized content while streamlining how work gets done.
For example, Workfront helps standardize and centralize the way Nordstrom manages marketing projects, collaborates, reviews communications, views and extracts cost data, and more.
With employee adoption of Workfront rising, Nordstrom began looking for ways to continue to use the many creative solutions they need, yet connect to others through automation. The team also wanted to consolidate the number of applications marketers needed while still providing the benefits of all of them.
Two large development teams — one in enterprise IT, the other in marketing — keep Nordstrom innovative and operationally efficient. Yet reporting an issue with one of the many technologies marketers use during their work days required employees to leave Workfront and send an email to marketing IT professionals who, in turn, would communicate with enterprise IT for resolution.
Similarly, marketers regularly generating IDs for digital content using Nordstrom’s custom tagging application would have to interrupt their projects in Workfront up to 10 minutes a day across 300 projects a week, to complete a separate project form in the open-ended relational database, which made processes inefficient.