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Nordstrom Mixes Online Entertainment With Shopping

The retailer calls the interactive desktop software a "new way to connect" with customers, combining music and pop culture with shopping.

Nordstrom Inc. on Wednesday said it planned to offer customers next week interactive desktop software that the company will use to deliver broadband video that combines fashion, music and pop culture with shopping.

On Nov 7, customers will be invited by email to download the new marketing platform, called Nordstrom Silverscreen. Powered by technology from Maven Networks, the channel will premiere a music video featuring the pop song "Our Lips Are Sealed" by '80s group The Go-Go's. FatBoy Slim remixed the music.

The video will show women in Nordstrom merchandise blended in with the original Go-Go's video. Viewers will be able to shop for merchandise from the video by clicking through to Nordstrom.com. The software will also include a "mixing room," where customers can create their own remix of the song by mixing and matching clothes on a mannequin.

"Nordstrom Silverscreen is a new way to connect with our customers in a highly competitive and saturated retail advertising landscape," Linda Finn, executive vice president of marketing for the Seattle-based company, said in a statement. "We think this will give customers a unique fashion experience and introduce more customers to the selection of merchandise we have online."

Nordstrom's latest move is a reflection of retailers looking for new ways to engage people with their brand online. Because of its ability to reach particular groups of people and provide interactive content, online advertising is seen as more effective than traditional print advertising.

Nordstrom plans to broadcast new content to the Silverscreen desktop software about once a month. The technology was developed by Fallon Minneapolis.

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