New York Times: Nordstrom Uses Influencers to Promote Safety and Draw Anxious Shoppers

New York Times: Nordstrom Uses Influencers to Promote Safety and Draw Anxious Shoppers. “Even before the coronavirus pandemic, retailers were struggling to get more people into stores. Now foot traffic to malls, including outdoor shopping centers, is down about 30 percent from last year, according to aggregated data from the location analysis company Cuebiq, which tracks about 15 million cellphone users nationwide daily. It was down as much as 57 percent earlier this year, as widespread shutdowns essentially ended in-person shopping in many areas of the country. By hiring influencers to highlight safety measures, retailers, especially those that sell apparel and other discretionary goods, are trying to restore a sense of normalcy to activities like in-store shopping that were utterly banal six months ago but now may seem dangerous to many customers.”