Nordstrom hires influencers to gush about how safe they feel in its stores — and it's a growing trend across retail

• Nordstrom teamed up with marketing company Captiv8 on a campaign that had influencers promoting the department store's safety measures.
• "Everyone was wearing masks, practicing social distancing, and incredibly kind," one post read.
• As stores are permitted to open across the US, showing the steps they are taking to keep shoppers safe is key. Captiv8 is in the early stages of similar campaigns with several other retailers.

Retailers including Nordstrom are turning to influencers to promote how safe it is to shop in stores.

Nordstrom recently teamed up with influencer marketing company Captiv8 on a campaign that had influencers post photos from inside the New York flagship store.

The posts, which show the influencers wearing masks, reference store safety measures like hand sanitizer stations and social distancing markers on the floor.

"Everyone was wearing masks, practicing social distancing, and incredibly kind," an Instagram post by Wendy Nguyen reads. "Even shoppers, strangers as we were, stopped and had meaningful conversations."

Nordstrom worked with Nguyen, the founder of style blog Wendy's Lookbook who has 1.1 million Instagram followers, on the sponsored post.

I haven't been out in months and this visit to @Nordstrom was so refreshing. Everyone was wearing masks, practicing social distancing, and incredibly kind. Even shoppers, strangers as we were, stopped and had meaningful conversations. I think we just all miss the human contact. And miss seeing pretty shoes and bags too #nordstrom #sponsored

A post shared by Wendy Nguyen (@wendyslookbook) on Jul 24, 2020 at 6:23pm PDTJul 24, 2020 at 6:23pm PDT

Welcome to my new office!!! I wish The lounges, the view, the grandeur of @nordstrom There are so many hidden gems on every floor. My favorites are the original artworks and limited-time concept shops. Every corner is carefully considered, and even more so during this time. There are safe distancing markers on the floor, contactless style concierge services, mask safety measures, and more check-out locations to give more space to everyone. Surrounded by art and cafes, every floor has a unique look and feel. Shopping or window shopping, there is so much inspiration here! #nordstrom #sponsored

A post shared by Wendy Nguyen (@wendyslookbook) on Jul 28, 2020 at 6:10pm PDTJul 28, 2020 at 6:10pm PDT

"That feeling when you're finally able to take a trip to the store with peace of mind," a sponsored Instagram post by Aïssata Diallo, who has 236,000 followers, reads.

’ > - More than a store, @nordstrom is a destination of discovery which you simply cannot experience online. Store highlights include Nordstrom x Nike (Level 1), the art throughout the store, and the pink Ettore Sottsass Mirror (Level 2) just to name a few! #Nordstrom #Sponsored - I absolutely appreciated the sanitizing stations that was at every corny. It made me feel sooo comfortable + safe knowing the safety measures Nordstrom has taken

A post shared by Aïssata Diallo (@aissatatdiallo) on Jul 25, 2020 at 12:25pm PDTJul 25, 2020 at 12:25pm PDT

Krishna Subramanian, cofounder and CEO of Captiv8, said that brands have been working with influencers to promote stories of social good since the start of the pandemic. At first, that meant posts about brands making PPE or honoring frontline workers. Promoting safety in stores is a natural extension of that storyline.

"The influencer drives significantly more trust and emotional connection with their audience than a typical brand-led message," Subramanian told Business Insider.

Captiv8 is in the early stages of similar campaigns with other retailers, though Subramanian said he couldn't share names just yet. He added that bringing awareness to contactless options like curbside pickup is a trend that will likely continue in retail.

"One trend we predict is that retailers who want in-store customers will need to remind consumers of the in-person experience once they are safely allowed to reopen," Subramanian said. "Influencers are effective in creating those 'wish you were here' moments. With the focus on safely reopening being paramount, brands can connect with influencers to deliver transparent views on retailers that are opening."

A representative for Nordstrom was not immediately available to comment on the campaign to Business Insider.

"The health and safety of our customers and employees is our most important priority, and more than anything, we want customers to feel safe and comfortable shopping with us," Nordstrom's chief marketing officer, Scott Meden, told The New York Times last week. "For this campaign, partnering with influencers is a way to share their perspective on steps we've taken in the way we serve customers to help keep everyone healthy."