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Nordstrom Tries to Cut Down on Holiday Returns With E-Gifts

  • Retailer first to offer new option during key spending season
  • Nordstrom bets added convenience will win over consumers
Photographer: David Paul Morris/Bloomberg

Nordstrom Inc., fighting to stay relevant with consumers who are shifting their spending online, is letting shoppers digitally send each other presents this holiday season.

The upscale retailer has partnered with CashStar Inc., which provides the software that retailers use for physical and digital gift cards, to let customers e-mail specific items from the retailer’s website to people on their holiday lists. Recipients can accept the items that appear in their inboxes and have them shipped to their doors, exchange the merchandise for something else or accept the value as a gift card.