What the Tonal / Nordstrom Partnership means for an informed retail future

The home has exercise stations at the entrance to department stores.

Tonal, the maker of a walled home hall, recently announced a partnership with Nordstrom to place Tonal retailers in Nordstrom’s 40 locations. It is part of a move towards knowledgeable buying and mixed selling and shows the future of fitness at home.

Modern Cognitive Retail

Large home gym equipment has become very popular in the past year as users have closed or restricted at their traditional gyms. Products that many consumers considered too expensive are now seen as long-term health investments.

Now, Tonal is opening mini-shops right next to the women’s fitness clothing department at Nordstrom’s select stores. At the Tonal retailers, customers will be able to try out the equipment and talk to Tonal staff. This is the future of selling modern knowledge. Customers will see ads for Tonal and know about its basic features, but are less likely to make the purchase close to $ 3,000 until they see it in person and test it for themselves. Experienced retailers allow buyers to see something in real life that they don’t have in their homes.

Retail sales are especially important in the competitive high-tech fitness industry, where consumers spend on high-ticket items from brands such as Peloton, Mirror and Tempo. Being able to showcase the product in real life in a Nordstrom store facility could be a huge boost for Tonal and expand its reach to potential new customers. Tonal is the first of the major fitness brands to partner with an outside vendor to showcase its products, meaning the partnership could be a litmus test for other brands to be following suit.

Push towards Nordstrom fitness

As fitness brands grow, Nordstrom is trying to establish itself as a leader in athletic apparel and fitness equipment. Rather than just being a destination for apparel and beauty products, Nordstrom wants to be a player in the brand-name fitness game. Nordstrom’s goal is not only to sell the exercise clothes but also the equipment and gear that goes with it. The partnership with Tonal is putting it on track, especially as the brands are targeting similar customers.

As retailers from DTC and e-commerce stores become more competitive, many have had to diversify and expand. Fewer people are decorating and buying brand-name products – two of Nordstrom’s most popular divisions – which has led Nordstrom to expand into the world of fitness and athletics.

Modern buyers want convenience, which is reflected in the Tonal / Nordstrom partnership. Going forward, we will see more brands offering expert buying and mixed products.

Blake Morgan is a knowledgeable messenger, keynote speaker and author of the bestselling book The Customer Of The Future. Sign up for her weekly newsletter here.

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