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Nordstrom Now Lets Customers Shop by Text

Nordstrom has once again raised the omnichannel bar.

A mere month after the Seattle-based luxury retailer started piloting curbside pickup for shoppers too busy to set foot in a store, the company on Tuesday announced yet another way for consumers to shop with minimal interaction: by texting the word “buy” to a salesperson.

Dubbed TextStyle, the initiative is offered at all 116 of Nordstrom’s U.S. full-line locations and operates in conjunction with Next, the secure, private service the retailer launched last year to allow its personal shoppers to communicate with their clients by texting photos of new merchandise they might like.

Now, customers using their Next texting account can opt-in to use TextStyle so when they see a shot of a product they want, they can simply text back “buy” along with a unique code and the purchase is completed using their account information.

“TextStyle is an important step forward in our continued efforts to develop ways to serve customers on their terms,” said Jamie Nordstrom, president of stores, in a statement. “For customers who prefer text messaging, TextStyle is a way for our salespeople to provide a personalized shopping experience and for customers to view and buy seamlessly with the convenience and simplicity of a text message, wherever and whenever they like.”