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BizReport : Ecommerce archives : August 16, 2011

Harrods moves to strengthen global brand presence via tech, mobile

Following the launch of a GPS-based app to help customers in-store navigate around the massive luxury store, Harrods announces more digital initiatives that include an online magazine and transactional mobile website.

by Helen Leggatt

harrods-logo.gifBritish retailers will be giving over more of their marketing budgets to mobile this year and luxury retailer Harrods is no exception, reports New Media Age.

In a bid to give the brand a greater global presence and prepare for greater demand on an online magazine, focusing mainly on fashion, will be launched along with a fully transactional mobile website. Many of the store's rivals, including John Lewis and Debenhams, already have transactional mobile websites and apps.

With the holiday season approaching Harrods is also making sure it's front of mind online by hiring digital agency I Spy to manage search activity.

In May Harrods launched an iPhone app that helps shoppers navigate around its more than one million square feet of selling space across over 330 departments. The interactive location guide also features a news and events page, a interactive history of the store and 3D visualizations.

"The Harrods iPhone App is an exciting new way for us to further engage with our customers," said Harrods store image director, Mark Briggs. "We are continuously aiming to offer our customers the optimum level of service through use of new technology."

Tags: brand marketing, ecommerce, Harrods, luxury market, mobile commerce, mobile marketing, online retail

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