Is E-Commerce Too Big an Investment for Mass Retailers?


Image from: Nordstrom Anniversary Logo /

Nordstrom is currently in the middle of their annual anniversary sale running July 20th through August 6th. No stranger to the sale store front, they promote five big sales a year. With a big push financially to drive their online sales this year, I decided to see if their e-commerce efforts have paid off so far in terms of driving traffic to the site.

Looking at Daily Reach and Daily Attention on we can see that traffic has increased to, rising significantly at the start of the annual sale.

Daily Reach vs. Daily Attention to

Comparing this year’s traffic over the last two years we can see a huge increase in traffic for the site for June of 2011 and June of 2010.

Unique Visitors to

Looking at search referrals for Nordstrom sales we see that less than half of one-percent ( .42%) of traffic directed to Nordstrom from search is about ‘Nordstrom sales’. With only five sales to promote throughout the year, we would have expected to see more emphasis around search.

Daily Search Referrals for Nordsrom Sales

With the sale continues to August 6th, will Nordstrom see the lift in e-commerce they hoped for? Or is it too big of an investment for retailers to promote online shopping?

For more insights on Nordstrom and the retail category check out our report on Free Shipping: a Win-Win for Customers and Companies.

About Alyssa Maine:
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.