This comes from those I know who have worked (some have retired) at Nordstrom for 20 years plus as well as my discussions with Nordstrom corporate (for issues relating specifically to the LACK of customer service):
*There was a MAJOR change at the top level when the next "generation" took over from their elders.
*The desire to make Nordstrom "relevant" meant clearing out the "old ways" and making everything modern. This involved:
1) Removal of the piano at all stores
2) The renovation of the Cafe's from a restaurant like menu and atmosphere to more of a cafeteria in both ways.
3) The removal of the Customer Service Department from all stores to using 1 or 2 kiosks in the store and having "roving Customer Relations Officers" in the stores. This proved to be a mess and now you have to deal with SA's for everything. That has proven to be a mess if you have issues with your charges, returns, Nordie Notes, etc. as they are not trained to deal with those matters.
4) The change of Nordi Notes and tiers.
5)The HEAVY use of YouTube "influencers" to sell the Nordstrom products.
6) The push to remove older employees from working the floor. This situation was experienced by those I know who were in their late 40's, 50's and 60's and dealt with issues that were discriminatory. A few sued and settled out of court. Look around; you RARELY see anyone "older".
7) The worst decision was the move from counters in their cosmetic department to walls. All products are showcased vertically making it extremely difficult to look at anything. There is no place to sit and converse and try the products. No one I know from my store likes it. It makes shoplifting MUCH easier. Summary: it's was sheer stupidity to do it. FYI: the cosmetic company, not Nordstrom, makes the call to put the items on sale and Estee Lauder doesn't do sales 99.9% of the time.
IMHO, Nordstrom alienated a large portion of their customer base. In my area, they stripped the stores of the brands that made them unique to all other stores. Couple that with the LACK of customer service and it's like going into a Macy's.....why bother? My store is kept alive by two departments: cosmetics and shoes (mens and womens). Otherwise, there is nothing worth purchasing anymore. You have to go to their big stores in Tysons or Towson to get the "good stuff". That's a nightmare so online is where people go. Why would anyone put up with all of the above? Who needs the stress? This began before online became a major issue, btw, so I see Nordstrom as causing their own issues; no sympathy for them.