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Nordstrom tag
An in-store Nordstrom Anniversary Sale hang tag which keys off an Instagram hashtag. (Via Nordstrom)

Nordstrom is adding some technical and social spice to its annual Anniversary Sale in an effort to further engage and nudge customers toward spending money during the Seattle-based retailer’s biggest event of the year.

Two million followers on Nordstrom’s Instagram feed are being given some strong hints on how to shop and get dressed via the Anniversary hashtag #OOTD (outfit of the day). Nordstrom is also sponsoring select posts on Instagram to attract new customers, and the images are appearing in Nordstrom email blasts and on the company’s website.

Anniversary Sale #ootd is happening! #NSale (shop in store or link in bio)

A post shared by Nordstrom (@nordstrom) on

Weekend vibes. #NSale #ootd

A post shared by Nordstrom (@nordstrom) on

In stores, the company says it is using special “hang tags” which call out that featured #OOTD merchandise so that customers can easily spot the items they already browsed on Instagram.

The downtown Seattle flagship store is also testing an elevated visual display, with LED screens streaming #OOTD posts.

Nordstrom display
An LED display in the downtown Seattle Nordstrom. (Via Nordstrom)

Throughout the Anniversary Sale, which runs through Aug. 7, Nordstrom will utilize the main hashtag #NSALE, and is engaging with customers on Snapchat with Geofilters at select U.S. malls, Snap Ads and a series of influencer takeovers — such as actress Jessica Alba’s The Honest Company.

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