there has also been a strategic shift closer to the customer, marked by the appointment of the department store’s first chief marketing and customer officer, amanda hill. her approach is to start by thinking carefully about the customer and let the objectives flow from there. “you have to think about harrods from a product perspective like a collection of incredible niches and each part is so distinctive.
hill’s team is also starting to rethink the role digital plays for a luxury brand like harrods, both in terms of pure commerce and discovery. with the new brand positioning underway and as she closes in on her first anniversary at the luxury retailer, hill sees 2019 as a period of “piecing the jigsaw together” to ensure the team unites to deliver a seamless experience for customers. for this you need to dig deeper – you need to understand the ‘values’ that drive people’s attitudes and behaviours.
speaking at drapers fashion forum, amanda hill, newly appointed chief marketing and customer officer at harrods, gave her thoughts on how to redesign business in a more customer-centric fashion. i want to know the individuality of what somebody’s preference and choice is, and you can make very bad decisions if you segment. so much of our world is beyond segmentation and instead is about understanding the nuance of exactly what you want. what i’m interested in now is a community of passion, rather than segmentation.
all of the channels are currently very separate, and we’re bringing on an editor-in-chief, who is going to be across every single touchpoint. whether that is a letter to father christmas, on the social feed or an invitation, it all now comes from same editorial team, which is a very significant shift for us. when people are aligned by value, you give them more permission to be free to express.” “the narrative starts before you get to the store. taking beauty, the conversations are all playing out on social but the store is our 24-hour, seven-days-a-week live theatre experience. “the people who really do the marketing for us are the staff on the shop floor.
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strategy | harrods | retail week. strategy (6). harrods outlet – store front – 1st floor. prospect analysis customer and marketing at harrods. scott johnson, head of ecommerce tech for harrods, joined us at perform “harrods offers the ultimate in customer experience and service… the iconic department store has initiated a £300 million refurbishment and a digital upgrade to attract a new generation of luxury customers, harrods cmo, harrods marketing mix, harrods department store, harrods outlet. who is harrods target audience? what type of store is harrods? what is harrods famous for?
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