NMG Broadens Personalization to Also Court Luxury Customers Spending Modestly

Neiman Marcus at Hudson Yards in Manhattan.  Hey big spender — you’re not the only one who counts at the Neiman Marcus Group. The Dallas-based NMG is doubling down on personalization initiatives targeting those spending under $10,000 annually at its stores and web sites and to win over new customers. In an exclusive interview with WWD, chief executive officer Geoffroy van Raemdonck detailed Neiman’s new personalization strategy. It’s complex, cross-functional, and involves unorthodox technology partnerships, mining shopper data in different ways, being agile with inventory and changing how associates interact with customers. “When I joined the Neiman Marcus Group we set out to drive profitable and sustainable growth. If you don’t have a differentiated competitive advantage, the only way to grow is through promotion which is margin dilutive and just not sustainable. We are looking to move away from that,” van Raemdonck said. “We have tons of data and artificial intelligence we can use to scale to more people and provide personalized experiences not only to the happy few but to a broader set of customers. We are leveraging data, technology and Google to do that.” Last spring, the company formed a “personalization agile team,” called PAT for short. PAT, a kind of internal think tank,

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