Nordstrom silences its grand pianos, but at what cost?
Photo by :: Wendy ::
Nordstom to bench its pianists – from the Oregonian:
Come the new year, Nordstrom stores will pipe in popular tunes, instead of continuing to air the live piano notes that have lulled many shoppers for the past 20 years.
The Seattle-based chain said the company is carrying out its hyper-attentive approach to customers, who it said compliment canned music more often than live musicians.
Wow! It’s hard to believe that a store whose differentiator is personal service would take this step. It’s an interesting move that raises a few questions:
1. Has Nordstrom actually measured the financial effect of pianists vs. canned music? The article quotes anecdotal “compliments” favoring the piped-in music, but that’s a specious case. People speak or don’t speak out for various reasons, but the only numbers Nordstrom should be following are the receipt totals of days when pianists are playing vs. canned music. ‘Course we all know the effect of “sophisticated” music and purchase intentions in restaurants…by all means this is something Nordstrom should be exploring.
2. Nordstrom’s cites a cost savings in using a music service over the pianists. I’m surprised that a company with such a strong sense of “brand experience” would use this as a primary argument for nixing the live music — they’re a high-end retailer that understands the value of providing an exceptional experience, even if that experience costs more to provide. Again, run a study and see what turns up.
3. Numbers aside, you just can’t deny the iconic and emotional status of the piano in a Nordstrom’s. As Leonard Lauder, retired chairman and CEO of Estee Lauder said, “A Nordstrom piano doesn’t take up much room. It’s a small idea, but it’s a genius idea.” It’s part of the brand. In fact it’s the closest thing the company has to an associative “brand sound.” Losing this in favor of preprogrammed audio that sounds like, well, every other retailer in North America, makes for a risky move.
Let’s hope it works out for the best. Hey, I’m working on an large, environmental audio-identity effort for one of our clients right now…and if a few pianos are in this client’s future, we know where we can score some on the cheap.
– Noel Franus
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I made great efforts to become one of the pianists at the Dallas North Park Nordstrom, but without any success.
It seems to me that the reason customers seem to be leaning toward prefering canned music is because many of the Nordstrom pianists are unfamiliar with the style and type of music that attracts and keeps customers shopping.
They taught us this stuff back in the old days.
I was a Nordstrom pianist for 22 years. When they started to cut back on pianists hours in 2000 I knew the end was near. we even had to re-audition to keep what few hours we had. How insulting can you get.
For the past few years we had to turn in lists of songs we played and they’re genre. They wanted us to play current songs but would not reimburse us for the sheet music. We were not independent contractors but actual store employees punching the time clock.Talk about control freaks. I finally left the company when they reduced he pianist’s playing time to one 4 hour shift per month. I was the last pianist in the store I was working at in Redondo Beach ,CA. They don’t want to fire anyone so they make the situation so uncomfortable it’s not worth the gas to get there.
Nordstrom was once a class act but no longer.
Nordstrom piano gigs used to be the best–playing a 7′ Steinway and having the freedom to ‘play the room’ using the judgment that comes with years of pleasing the public. Then came the ‘song logs’. Pianists had to learn music off the CDs used for canned music in the store. Most of the tunes sounded ridiculous played without vocals as solo piano arrangements. Want to bet musicians weren’t included in the loop for this corporate decision?
I was a piano manager in the Orange County area for 9 years. Some of the [above] criticism is valid. The “restructuring” of Nordstrom in 2000 did affect the piano dept, but it was primarily one person imposing the expectations (in our area) while the Nordstrom executives were prioritizing their own areas of changing responsibility, (which is understandable). This restructuring of Nordstrom’s image was later thought to be a mistake and Bruce Nordstrom came out of retirement to again lead the company. By this time, however, the piano managers were gone and most of the piano areas (hiring, maintenence, evaluations, etc) were being managed by customer service….which, I feel removes the relationship the pianists had with the customers and the community. I also wonder how non-musicians hire musicians, as this has not worked in the past and now, as a customer, I have heard the unfortunate results of that.I know it definitely has limited the private parties the pianists are able to book and community charities that my staff had ongoing relationships with.
The piano managers (a position which was discontinued) always had a good handle on the demographics of their stores, and it was expected that the pianists play appropriate genres of music. If this was not being done, it was the piano managers that should have been evaluated and expected to implement the new changes. I did point out to managment that many of the musicians had more education in their area expertise than the corporate decision-makers. I was also aware that the expectations in my area were not consistent with other areas of the county.
I always trusted my team’s talent and education to decide what translated to their style and if the songs could be arranged as piano instrumentals.
The piano area has always been viewed as an “expenditure” and suggestions to discontinue it have been on-going. It was comments on the part of the public that never allowed that to become a reality, so I hesitate to believe the comments that the public “prefers” the canned music.
I still have a lot of faith and loyalty in Nordstrom, and if offered – would quit my current marketing job to again assume a piano manager position.
To Bill Cherry: if you could not get a job at the Dallas store, there are a number of good reasons that could be the case, including staffing or even your own abilities.You sound very “sour grapes.”
There was a particular style I looked for, and have been trained formally in the psychological environment that music provides in various industries. I had many degreed musicians that auditioned who still sounded like students. I had experienced restaurant entertainers that sounded too “Vegas lounge” for my taste. Also, a lot of untrained musicians may have a great repertoire, but not want to admit that it is very obvious when one does not read music and have the ability to improvise and arrange utilizing more complex harmonics.
To Roy Phillipe: I agree that your experience in the West Coast area was the results of the single individual I mentioned above. However – you had a problem with clocking in?? Get over it. You were an EMPLOYEE of Nordstrom and you accepted their conditions when you ALSO agreed to accept a paycheck. You dont get to define that until it is YOUR last name on the front of the building. The musicians who thought they were “independent” of company standards and expectations were the reason that Piano managers were (and still are)needed. Let’s not fulfill the stereotype of the “tempermental” musician who thinks we are “special”, shall we???
Regarding Sheryl’s comments, I am not a “tempermental” musician and had no problem with clocking in. I was there for 22 years and the expections were clear and accepted. My ego is in check and I don’t think of myself as “special”. You don’t know anything about me so please don’t make assumptons about my personality or work ethic. Perhaps if the store had encouraged meetings between piano managers, we would have had a opportunity to meet and get to know each other. Frankly, I never knew who the other piano managers were.
As far as incorporating new music, in many cases sheet music was not available for their cd selections.
It was fun for a while but it proved to be a thankless job. The idea of non-musicians making musical decisions and evaluating my performance bothered me. So I quit and I don’t miss a second of being at Nordstrom. Sheryl, it sounds like you’re still a cheerleader for Nordstrom. Perhaps it’s time you got over it.
There will be no further comments from me on this topic.
Roy is correct. I was very wrong to assume what his situation or his personal work ethic was/is. I also respect the fact that his work experience at Nordstrom was more than twice my tenure. Roy – I do apologize sincerely. I think your last post does reflect something we agree on – that there was consistency needed between regions – and while Nordstrom [as a company]prioritizes consistency in other areas – yes, we were treated like the bastard step-children (most likely because our area is so far outside their area of expertise). As far as being a “cheerleader” for Nordstrom, I admit I have seen Nordstrom at its best ….and worst.
So,don’t get me wrong: In Feb. 2000, I was sitting in Human Resources and calling Seattle more than once. (To this day the company may consider me a pariah because of my fierce loyalty to my team and my demands they be treated with respect).
I was simply saddened that Nordstrom’s reputed value and treatment of employees was “falling through the cracks” while executives were running around attempting to fulfill their own changing expectations.
I think it very sad that Nordstroms is silencing its Pianos, and until I read this article, I didn’t relise it was happening. I suppose considering Nordstrom’s status in the stock market, they are trying to tighten their budget, but I think it very unfortunate that they would do this in removing their Pianists. I will try to make it a point to compliment the company on it’s live music the next time I get a chance to try to have some encouragement for the musicians.