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Nordstrom: Visualizing Big Data

In this study, working women from different stages of life were asked how the internet helped them care for their families. As much of Nordstrom's merchandise is focused on more high-end women's apparel, shoes, accessories, home décor and beauty products – or what women generally purchase for themselves this graphic looks at what participants did when shopping for themselves versus shopping for others online. This may help Nordstrom learn about how "me" time is spent online and better support women in taking care of their families and themselves. NORDSTROM me What happens when participants shop online for their families versus for themselves? we I savor shopping for “me" "me" comes after “we" Many participants saw shopping for themselves as an enhanced experience to be savored and shopping for others as getting through a checklist. Participants felt that they were allowed to relax (and browse online) after everyone and everything else was taken care of. a reprieve for “me" the "we" checklist Participants had enough pressure and expectations from every other facet in their lives and online browsing and shopping was a brief escape or reprieve. For many participants, shopping for others was seen as getting through a checklist. "we" helps "me" make the right choice sometimes "we" feels like only “me" For some participants, online shopping was a very social experience where the women sought out advice or input from friends, family and via reviews from people like them. Most of the participants felt overwhelmed and chaotic taking care of their families. They were happy to do it, but felt very much on their own. "me" is in charge of shopping for "we" "we" shopping can be “me" time For many participants online shopping was valued as a moment to focus on themselves regardless of who they were shopping for. Even with the convenience and accessibility of online shopping and including family members in the process, most participants were the ones in charge of shopping. Equal Partner Caregiver Home Organizer Creative Bargain Finder Takeoverwife For many of these women, shopping for themselves is as much about finding a deal as it is about treating myself Appreciates quick affirmation, confirmation of purchase by sending links or photos to get advice and buy-in from friends and family For most young wives, shopping for themselves online was about finding the widest and most up to date selection. Getting the best deal possible is a primary goal, but she validates her decisions with online reviews and research. Many of these women saw it as their job to do the initial legwork online, searching for and researching items, before consulting with their husbands about a purchase. ".When I found the one I really wanted, I ran the product code in many different websites to try to find it for the best price. When I did find it at Dicks for the cheapest price, I called my local store to see if they had any in-store deals. Well, they did!." Dana "I usually just ask friends and family what they recommend. I love shopping from what my friends and families have experienced. If I go to the internet for something for me it's proliy because someone I know already has it." Lauren "Online is better because you can find "I do more research now because of the internet. I look up what I want at several stores, several sites, never did that before the internet. It makes it so much easier. I do it because I don't like being in stores all day unless I am just browsing to browse. If I know what I want I research it online and then find it at the store. I still like the best deal so whether its in the store or online, that's what will make my decision." Lauren "My husband has little patience for shop- ping, especially in stores. If I'm shopping online I can show him what is available "The first picture is his Nikon camera. We price shopped for this for at least 2 days. Shopping online helped in this situation mostly for the consumer reviews, We didn't know exactly what we wanted and after reading hundreds of reviews, our decision was much ensier." Dana much better values versus in store. The selection on the web is vast and spans many seasons..." Maria online and he can tell me whether he wants that particular item or not. He is happy when I can do the legwork and just ask him for approval." Jennifer B. husband The Do It Aller Wife and Monm Mrs. Asbra Commander in Chief Mom Glue A moment alone online was as For most users, shopping online for themselves only happened after everyone else was taken care of or occupied. valuable (if not more so) as what they were buying or browsing for online. For most participants, online shopping is more imbalanced, more for others than themselves, but it gave them more time with their families and more time in general. Online shopping for their families was about being efficient and practical. Online shopping was much more pleasant than instore because most users didn't have to wrangle family. For most participants, online shopping can be a very solitary experience. Queen Bee I shop for a lot of things for Jack on line. His needs are constantly changing and it is easier to search for new or slightly used toys and clothes on line than always going to the store. It is easier to buy clothes and gear and have them sent directly to our house then taking him to multiple stores to get the same things." Lisa "..I have just gotten the baby to bed and I finally have to browse for something I want to buy at my leisure..1 am alone, the house is quiet and I feel that I can take my time and be relaxed. I have my baby monitor next to me so I know everyone is being taken care of while I shop." Karen A. Feelings are much more positive when online shopping because my son can sit in his playroom and make a mess while I am able to order birthday presents, new clothes, and more." Debra "I bought a lot of stuff from diapers.com when we first brought him home (diapers, pacifiers, linens), and now I just restock as necessary. The benefit is not having to drag a baby to the store!" ".My husband hates to shop on line or in the store..He lets me make decisions for him when it comes to shopping." Ramona families Karen A. "We are able to save a lot of money and time doing this online. It makes- me happy that I can spend more time doing the things we want to do versus having to waste half of the day shopping." Lisa "The benefit for shopping on line for children is you don't have to drag them with you to the store." Ramona "My desired shopping experience on the internet begins by having a rare moment of quite time during my day." Karen E. "Internet shopping vacation" Debra kids husband Happy Jack of all trades Busy Superwoman Queen of the Kitty Litter Family Manager In charge Master Many participants were hesitant to take a risk shopping for unfamiliar items online and went into it already knowing what exactly what they were looking for. Most users felt good about shopping on line because it enabled them to do research and in order to make Asking friends and family's opinions about potential purchases - especially Nordstrom merchandise - was a big part of the shopping process for Online shopping made it easier for users to control their kids' expectations, wants and needs. Many participants were the "gatekeepers" for online shopping and purchases for family members, especially children. Online shopping was valued as one stop shopping, but often became many-stop consulting with husband and family. For most participants, shopping online meant less time shopping together at the same time. a smarter purchase. many users. "Online is perfect when you know exactly what you're getting. Movie tickets, airline reservations, something that you've previously purchased. There's always a little extra risk or fear with an on-line purchase" Marian "It empowers me..I feel like I am able to be a smart shopper. Make thoughtful and economical decisions." Deborah "I do ask family and friends if they like what I am purchasing. I will usually research and then show or text pictures asking for their opinion." Wanda "When shopping with [my daughter] instore she is most likely to keep wanting more... This makes me frustrated...I most likely will purchase something additional or other than what we came in for." Dawn "I usually send him a picture or link to his office computer or his Blackberry. He is usually in agreement and then I purchase it after I search for the best deal." Marian "Sean does the shopping and then asks for permission to purchase." Wendy "I feel much more in control while shopping online.I can focus and read customer reviews, look for coupons, and surf the net for the best deals." Barb "It helps [my son] to be more involved. ..online shopping does give him the opportunity to have a say in the purchase as well as give me insight into his likes and dislikes." Deborah ".online shopping enables us to work together and include [my son] in the decision process without physically going to a store thereby saving time." Deborah "I can do some of the legwork on the net and then he can agree or disagree with what I have found." Deborah "I often feel like things I 'need' I purchase online. know what i need, where to get it and am probably familiar with the brand." Dawn "I will email or send a link to the item on its website as well as email it to myself and have friends and family look at it when they are over at my house." Deborah "..online shopping might address those needs and omit the impulse buy in turn saving money.." Deborah "Shopping on-line has decreased the amount on interaction required to shop. My husband sits in his office and spends hours on-line without me." Carolyn "He asks for my permission and my Visa number." Wendy ".if I am looking at clothes I get my friends or sister's opinion." Mary ".shopping in the store.Jason verbalizes many more wants than when he uses the computer. There are less distractions on-line.." Carolyn kids husband When Grandmas shopped for themselves, they trusted the opinions of female friends and relatives more than online reviews. Most participants appreciated the selection online and not having to go to store after store to find what they wanted. Shopping online helped users control their spending and stay within budget. Homemaker Mom All in a day's work Octomom "I will often find things online and save them on my wish list or in my shopping cart. I'll then show them to my daughter or to my husband to see what they think. I may save several things and then narrow these items down to my favorites after consulting my team." Cindy "I frequently buy clothes for my husband online. He is very tall and it is difficult to find his size in most stores. I also buy sports or fitness equipment and sometimes books and duds for him. I prefer shopping for these items online because I can quickly compare prices without running from store to store." Cindy "I love shopping for my little granddaughter in stores but I am less tempted to spend too much money when online. Do not buy those little extras." Luba "When it comes to clothes, I usually ask someone's opinion. I usually shop with my sister, who is a great judge and will not hold back if something doesn't look good or can always spot something for me to try on that is a great fit to balance the rest of my wardrobe." Luba family NORDSTROM help me connect with my team: husband, children, friends, extended family feel like a smart shopper: know I'm getting the best quality for the best deal feel more in control: efficient and organized shopper so I can relax more

Nordstrom: Visualizing Big Data

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How do you efficiently and effectively make large data sets more compact, easier to scan and manipulate and simpler to understand? In the class "Visualizing Big Data" we explored the use of qualitativ...

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