Nordstrom learned long ago that you should never treat your customers like criminals. That’s why you can take as many items into a Nordstrom dressing room as you’d like. Unlike most retailers who limit you to three items and assume that everyone is out to steal, Nordstrom realizes that shoplifters represent a minuscule percentage of the people who are going into those dressing rooms.  Compare this to every other retailer, who makes trying on clothes a complete hassle by limiting you to three items, requiring you to find someone to unlock the door, etc.

At a recently opened store in Miami, Nordstrom introduced a new dressing room concept called "girlfriend dressing rooms" that have movable curtains to women to try on clothes together. Such an incredibly simple service design concept – and one that can only be realized by understanding what customers want and what they do naturally. For most women, shopping for clothes is a social activity and often a "team sport," and these new dressing rooms address that issue perfectly.