Dive Summary:

• Upscale department store chain Nordstrom has reached a partnership agreement with online jewelry merchant Blue Nile.
• The agreement will allow future brides and grooms to preview wedding jewelry prior to purchase.
• The partnership is currently a pilot program spanning for a term of six months and is currently underway at Nordstrom’s flagship location in Seattle, Washington.

Dive Insight:

This partnership between Nordstrom and Blue Nile mirrors a recent partnership trend among e-commerce merchants and physical-store retailers. Blue Nile is hoping that an in-store preview of its merchandise will help boost sales and Nordstrom is hoping that providing physical store space will help boost sales and in-store traffic.