Nordstrom promotes digital chief to new COO role

Dive Brief:

Nordstrom on Tuesday announced the promotion of its digital chief, Ken Worzel, to chief operating officer, a newly created role.
Worzel is now responsible for overseeing and coordinating the retailer's digital and physical operations "to create an end-to-end experience for customers across full-price and off-price," according to a company press release.
He has had various executive and leadership roles at the company since 2010, most recently as chief digital officer and president of Nordstrom.com, according to a Thursday filing with the Securities and Exchange Commission.

Dive Insight:

The promotion of Worzel, (who will now support the company's customer-facing channels, including its full-line, Nordstrom Rack and Nordstrom Local stores, Nordstrom.com and NordstromRack.com, Trunk Club and HauteLook), rather than Nordstrom cousin Jamie Nordstrom, (who is president of stores) signals the company's emphasis on growing digital sales.

But the company positioned the creation of the new role as part of an effort to bring together all channels. "This new structure will allow the company to better serve customers across its touchpoints through a more holistic view of how they choose to shop and engage with Nordstrom," according to the release.

In a statement, co-president Pete Nordstrom promised that "This change will improve alignment, process, speed and execution. And most importantly from the customer point of view, this creates a more seamless and improved service experience."

The modern retail environment is likely the main driver of this move, but it may also be an attempt to do the difficult job of filling the shoes of Blake Nordstrom after his untimely death last year. The three Nordstrom brothers, Blake, Pete and Erik, for years co-led the company founded by their great-grandfather, John W. Nordstrom. Blake in particular was seen as a talented retailer with a long-term vision, an innovative eye and sharp instincts.

The top leadership is now split between co-presidents Erik and Pete Nordstrom, the company said. Worzel will report to Erik Nordstrom, "who supports service and experience," and Pete Nordstrom will continue to oversee "product strategy and merchandising operating model," according to the release.