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AI Case Study

Nordstrom offers multi-channel services to customers while proactively monitoring performance and customer activity across channels with AI enabled analytics

Nordstrom has leveraged Dynatrace's solution to enhance its multi-channel customer experience. With AI enabled analytics, Dynatrace automatically detects common architectural, scalability, and performance problems to identify and stop faulty builds and poor quality trends. The company was able to proactive monitor performance and gather valuable insight into customer activity across channels.


Consumer Goods And Services

Retail General

Project Overview

"What Nordstrom needed was an end-to-end “single pane of glass” digital performance management solution that would let them:

* Modernize operations: Understand how and where performance affects customers & resolve issues proactively
* Accelerate innovation: Deploy confidently to spend less time on troubleshooting & release new services faster
* Optimize customer experience: Translate performance information into strategic business insights.

Brugalette and his team initiated a cultural shift to keep Nordstrom ahead of customers’ expectations and provide strategic information to the business. “Dynatrace facilitated that change by giving us the insight into customer experience throughout our organization,” he says. “Our strategy was to put Dynatrace in all of our environments.

'We had to be able to see what was accepted and used by our customers and what was not. Dynatrace gives us the ability and the confidence to keep adapting and learn from our customers. It shows us exactly where there are issues and—just as important—it shows us where there aren’t'.

'We used to test code at least three times to be sure it would work,' Brugalette says. 'Now, when Dynatrace doesn’t flag any issues, we have confidence that everything is OK the first time. This keeps our team moving quickly and focused on improvement—not tracking down issues. Our performance testing has gone from a two-month cycle to a two-week cycle. This contributed to our increase in the number of releases from four times a year to once a month, keeping us agile'.

'Along with preventing and solving problems, Dynatrace also provides us with terrific intelligence in terms of user behavior interactions. On our big sale days, we see spikes in sales right at midnight. On days like Cyber Monday, we see a lot of browsing during the day as shoppers look around and compare what’s on sale. After that, we see more actual purchases in the evening. This kind of information is extremely useful for us and helps us tailor our service accordingly'.

Reported Results

Proactive monitoring of performance, Insight into customer activity across channels


"The Dynatrace real-time analytics and AI engine automatically detects performance and availability issues and pinpoints their root causes. Resolve application problems before your customers are impacted.
Dynatrace automatically detects virtual and physical relationships and changes. This allows us to go beyond correlation and give you true causation."





"Challenge: Creating a singular multi-channel customer experience

The Nordstrom customer experience comprises a network of innovative multi-channel services that combine brick-and-mortar shopping with online extras.

Nordstrom operates 119 full-line stores, 167 Nordstrom Rack locations, two Jeffrey boutiques, and one clearance store. Its website,, serves customers in 96 countries. The company also operates an e-commerce site,

Challenge: Surging online sales needs superior online performance

And with online sales accounting for an increasingly larger chunk of its revenue, Nordstrom understood that digital performance management had become more important than ever.

'Our online sales have increased 30% each of the last three years, and 25% of our customers are using mobile technology,' says Brugalette. 'Multi-channel customers spend three to four times more than typical customers. But there’s an inverse relationship between slow page load time and conversions for online sales'."



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