15th April 2008
Marketing
Harrods is to overhaul its ecommerce platform as it seeks to become a ‘major force’ in online luxury retail.
The 159-year-old department store has appointed TBG London to expand its digital marketing strategy. It has handed the agency a brief spanning online advertising, mobile, social networking and eCRM.
The store intends to use socio-demographic and geographic data from online purchase activity to enhance its ecommerce offering, as well as advertising on websites, including the shopping channels of portals such as AOL and MSN.
Harrods will become the first client for TBG’s retail division. The retailer has already worked with TBG London on several projects over the past six months, including campaigns to promote its Christmas and January sales.
Harrods launched a revamped ecommerce website intended to cater for global customers last year. Co-developed by Conchango and Harrods’ in-house team, it initially focused on its Christmas and Wedding Gift sections. Harrods.com also offers in-store event information and food-hall menus.
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