Nordstrom is using influencers to promote their safety protocols and attract anxious young shoppers.

Nordstrom is using influencers to promote their safety protocols and attract anxious young shoppers. YPulse’s Retail’s New Reality report found that just 26% of 13-39-year-olds are comfortable visiting department stores as soon as stay-at-home orders are lifted. To convince young consumers to return to stores, brands are hiring Instagram influencers to highlight new safety measures and “encourage people to experience what they built.” Nordstrom tapped Wendy Nguyen, who has 1.1 million followers, to post about visiting their flagship store and tout protocols like “safe distancing markers on the floor, contactless style concierge services, mask safety measures.” By bringing in influencers to give a glimpse into “pandemic-era retailing,” retailers are trying to “restore a sense of normalcy to activities like in-store shopping.” It’s also a sign of how much influencer marketing has been changed by COVID. (NYTimes)