Each and every traditional retailer no matter what their focus are trying to go beyond the brick & mortar. Because there is no perfect recipe to a seamless experience between digital and traditional retail methods, brands has to try new channels to drive traffic to their stores both online & offline.

Seattle based department store Nordstrom is known for their investments in terms of digital throughout the years. I do appreciate their efforts both as a customer and a digital marketing perspective, like today they announced their collaboration with Wanelo,Pinterest like social network which focuses on sales, putting wall displays on 107 stores featuring styles which are already sold on Nordstrom but rated most popular by Wanelo’s users.

Wanelo aims on what Instagram & Pinterest don’t offer to their users, being able to shop within the platform.

Little background from Wanelo — short for Want,Need,Love- officially launched in 2011 and it’s self-funded until 2013 when they receive $14 million from VC’s. Currently they have 35 employees working from San Francisco HQ.

So you may think that Nordstrom took a bold step to put wall displays and integrate Wanelo to it’s customers shopping experience but this might be a shock it’s not their first move on digital.

Here’s the list of what they’ve been up to throughout the years in terms of digital;

March 2011: Nordstrom buys flash-sales site HauteLook.

December 2011: Sole Society breaks away from HauteLook to operate as a freestanding business.

April 2012: Nordstrom invests $16.4 million in Bonobos and begins to carry the brand in its stores and online.

May 2012: Nordstrom partners with GQ on a cross-channel program that brings GQ editorial content to nordstrom.com and Nordstrom product to GQ.