Seattle-based department store retailer Nordstrom has globalised
its website. New York-based FiftyOne Global Ecommerce worked with
Nordstrom to integrate pricing, payment, logistics, and delivery
into an automated online ordering process. Visitors from 30
countries outside the US can now order from the site and see
pricing in their local currency. Copy appears only in English,
however.
In addition to US, Canadian, and Singaporean dollars, the
Nordstrom website now offers pricing in pounds sterling, euros,
and Czech, Danish, Estonian, Hungarian, Latvian, Lithuanian,
Polish, and Swedish currency. There are a few inconsistencies,
however. While product pricing converts to the different
currencies, prices featured in promotional copy remains in
dollars. For instance, regardless of which currency a shopper has
selected, a promo on the home page features a link to a section
titled “Gifts under $100”. What’s more, the link to
the international shopping options appears on the bottom of the
home page in small type, alongside links to customer service and
“about us”.
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