MEDIA OPPORTUNITIES 2020-2021 - harrods partnerships
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OPPORTUNITIES
2020–2021
MEDIA
MEDIA OPPORTUNITIES 2020–2021
About
Harrods:
history
& facts
H
arrods was founded 185
years ago when an ambitious
young miller from Clacton
by the name of Charles Harrods installed Britain’s first-ever moving
Henry Harrod opened a tea staircase in 1898 (with Cognac and smelling salts
merchant and small grocery shop in Stepney.
In 1849, two years before The Great Exhibition
at the ready to calm customers’ nerves).
in Hyde Park, Harrod realised that if his store
moved to up-and-coming Knightsbridge, it The inspiration for Winnie-the-Pooh was a Farnell
could attract adventurous, curious customers –
those eager to sample the new and exotic.
bear purchased in the Harrods toy department
Today, Harrods is still in SW1 doing just in 1921 by AA Milne’s wife Daphne for their son
that, while serving around 200 varieties of tea Christopher Robin.
to thousands of customers flooding through
its doors from across the globe. As the world’s
most famous department store, it spans seven We’re all about personalisation at Harrods – so
(and-a-half ) storeys of wonder, with a shop much so that we even have our own postcode.
floor area covering 4.5 acres and 40 lifts that
travel 40,000 miles each year.
The prefix SW1X was non-negotiable, but after
Now, the next chapter of the Harrods story much effort, Harrods secured the 7XL suffix:
is being written. The store is in the midst of a 7 symbolises perfection and XL stands for
four-year, £200m project in which over half the
internal space is being reimagined to provide an
excellence.
experience unlike any other in the world. This
undertaking – the largest and most ambitious
in the brand’s history – will, by 2021, turn
Harrods into a veritable cultural hub.
2
HARRODS PHILOSOPHY HARRODS PHILOSOPHY
T HE A RT O F
WE ARE…
Masters of luxury
Experts in the exceptional
Creators of magic
3 4
HARRODS PHILOSOPHY HARRODS PHILOSOPHY
OUR STORE
IS OUR STAGE
When you enter Harrods, you are
entering a magical world of possibility
Harrods is a live, beautifully choreographed performance taking
place seven days a week. We are a place to shop, to linger, to chance
upon the remarkable, rare and beautiful. To have hearts and minds
open to the new and sensational, to feel wonder at every turn.
OUR PERSPECTIVE OUR VALUES
ON LUXURY We assert global authority
We act as trusted experts and guides
Luxury is the satisfaction of a desire to experience the unique and We champion craft and artistry
seemingly impossible. Not only is it our job to make that possible – We find the exquisite and the rare
but we turn that possibility into an art form.
5 6
HARRODS PARTNERSHIPS HARRODS PARTNERSHIPS
PARTNERSHIPS
ABOUT HARRODS
PARTNERSHIPS
The Partnerships team works to
build enduring relationships with
brand partners, providing access
to the world of Harrods and to our
unique customer audiences
We enjoy collaborating with our partners to develop
bespoke, integrated and creative campaigns that
work across multiple touchpoints, including in-store
media, experiential, social, online, print publishing
and targeted customer communications.
The Partnerships team offers trusted and
knowledgeable service developed over 25 years,
across three key areas: Brand Partnerships, Corporate
Partnerships and Corporate Service.
BRAND SERVICES OFFERED
PARTNERSHIPS
Strategy & planning
Bespoke media plans
Customer segmentation and targeting
Creative partnerships and integrated campaigns
The Brand Partnerships team specialises
Creative consulting
in all aspects of the customer journey
Creative solutions
and media touchpoints
Content services
We are the experts in building bespoke, integrated campaigns Insights & recommendations
to elevate our retail brands to our customers. Post-campaign analysis reports
Campaign visuals and tracking
7 8
HARRODS PARTNERSHIPS HARRODS PARTNERSHIPS
CORPORATE
SERVICE
Our dedicated team of corporate consultants provides
a wealth of knowledge on cutting-edge gift ideas and
experiences. Customer focused – from initial ideas
through to end results – the team supplies businesses
with exquisite and personalised solutions from across
the entire store.
VIP shopping
Rewards & recognition
Client gifting
Marketing initiatives
Seasonal gifts
CORPORATE
PARTNERSHIPS
Our Corporate Partnerships team focuses on elevating
third-party brand partners that fall outside the Harrods
store but are equally important to us. Drawing on our
extensive knowledge of global cultures, our quality
products and media portfolio, Corporate Partnerships
collaborates with brands that share our values to
achieve a united goal, allowing the brand to engage
with a highly desirable customer base.
SERVICES OFFERED
Customer acquisition
Mutually beneficial partnerships
Brand alignment
Elevation
Collaborative experiences
9 10
OUR CUSTOMER
Our
CUSTOMER
The Art of Living
Many lives, generations, cultures and stories pass
through our doors. No two people are the same.
Our mission to meet the needs and aspirations of
our customers remains a constant. Whoever they are
and wherever they come from, they can expect to be
treated with grace, courtesy and care.
11 12
OUR CUSTOMER GLOBAL OUR CUSTOMER GLOBAL
Harrods has 73% of spend through Harrods Rewards is from
GLOBAL authority international and dual-resident customers.
International and dual-resident customers spend
4-5 times more than UK customers.
We offer access to a global audience – almost half of Harrods Harrods’ international customers have an average
Rewards customers are international or dual resident annual spend of just over £3k, compared to
£1.3k at department store competitors.
58% of trade from those spending over £100k
per annum is from our customers affiliated with
China and the Middle East.
Customer footfall increased 20% in July and
August 2019, reflecting the influx of international
customers.
Harrods Rewards card data 2018 and Global Blue May 2019
“Harrods is not just a shopping paradise; for me, it has a more
sentimental value because of the precious moments I spent
there with my mum on Eid.”
13 14
OUR CUSTOMER LOYAL OUR CUSTOMER LOYAL
We are creators 85% of all spend in Harrods comes
through members of Harrods Rewards.
of MAGIC The average annual spend of a Rewards
customer is £3.1k.
Rewards customers visit Harrods four
Harrods offers an unforgettable experience, creating times a year, on average.
loyal customers and brand advocates as members of Black-tier customers spending over £10k
our Harrods Rewards loyalty scheme a year visit an average of 18 times.
Harrods Rewards card data 2018
“Harrods is my second home. I’ve been shopping here
for years and I’ve always had an amazing experience,
every time I’ve visited.”
15 16
OUR CUSTOMER BESPOKE OUR CUSTOMER BESPOKE
The ART
Over £125m of trade from our Elite
customers goes through our personal
shopping team.
of THE POSSIBLE Going above and beyond: £4m
of trade per year comes from our
Beyond service, offering the ultimate
in bespoke experiences.
The Harrods customer seeks a unique and personalised
customer experience Harrods Rewards card data 2018
“Absolutely fabulous few hours spent
with a personal shopper… She offered
me excellent advice and guided me
through the process of picking the
perfect pair of shoes…
Afterwards, we sat and had
a complimentary glass of bubbles,
which finished the whole experience
off. It was nice to feel important
and a valued customer – and I only
bought a pair of shoes!”
17 18OUR CUSTOMER LUXURY OUR CUSTOMER LUXURY
We are masters ABOUT HARRODS ELITE
CUSTOMERS
of LUXURY They visit Harrods over 40 times each year.
They shop in more than 10 divisions across
the store.
As the world’s leading luxury department store, Harrods offers 84% of spend from Elite customers is by
a totally unique proposition to high-net-worth consumers. Our international or dual-resident customers.
Elite customer group of true brand advocates spend in excess
In 2018, they spent £146m on fine jewellery
of £250k each year and watches, and over £154m on womenswear
and fashion accessories.
Half of our Elite customers are millennials.
A quarter of Harrods’ annual trade comes
from just 1,800 high-net-worth customers,
each spending over £100k per annum.
Harrods Rewards card data 2018
“I am a Harrods Rewards Black-tier member.
The service and respect I received at Harrods played a
positive role in the purchase of my new Hublot watch.”
19 20OUR EXPERTISE
Our
EXPERTISE
We are the house
of maisons
Known around the world as one of the great luxury emporiums,
we offer a transformative experience to customers who know that the
true value of exceptional goods and services lies beyond price. We are
committed to excellence and artistry, and inspired to reinvent and
surprise, ensuring our position as a global authority in the category –
from classic men’s tailoring to cutting-edge beauty, exquisite food
to fine watches, couture to the latest in luxury streetwear.
We have a team of world-class creators, artisans, merchants, storytellers
and salespeople who deliver a level of excellence and creativity that honours
the artistry that has gone into the products and experiences we sell.
The breadth of our knowledge allows us to deliver a unique perspective
across our industry. We act as trusted experts and guides, helping
customers make the most informed and inspired decisions possible.
In each and every division, we provide our customers with those
experiences, moments and touches that others simply can’t.
21 22OUR EXPERTISE FASHION OUR EXPERTISE FASHION
FASHION
The ultimate international destination for fashion
and accessories
Harrods attracts the crème de la crème of
FASHION
luxury shoppers, bringing them to a store
that is investing hundreds of millions of • 152,217 Rewards customers shopped in the
pounds to build an even more incredible Accessories division in the past 12 months.
experience for its customers. We carry the • Customers spending over £250k in
most exclusive and celebrated products Accessories visit an average of 97 times
from all over the world, and that same a year and spend £5,180 per visit.
elevated, agenda-setting aesthetic
permeates the various strands of our • 24% of Womenswear trade is from Chinese
media offering under the direction of customers and 20% is from Middle
fashion editorial director Stacey Duguid Eastern customers.
– from lavish photoshoots with renowned • Customers spending over £100k in
photographers like Paul Wetherell and Womenswear visit an average of 37.5 times
Alex Bramall to the creation of trendsetting a year and spend £5,049 per visit.
looks with stylists such as Sasa Thomann
and Natalie Wansbrough-Jones. • 36% of Rewards customers who shopped
in Childrenswear are from the UK.
We welcome you on this journey with • 52% of Menswear shoppers are between
us. Be it through our glossy magazine, 21 and 40 years old.
vibrant website or standout social-media
stream, Harrods Partnerships is dedicated
to providing tailor-made media solutions
Harrods Rewards card data September 2018–2019
for luxury brands.
23 24OUR EXPERTISE BEAUTY OUR EXPERTISE BEAUTY
BEAUTY
A three-phrase transformation of The Beauty Halls
in 2019 and 2020 establishes Harrods as one
of the world’s leading beauty destinations
Dynamic, innovative and exclusive... The
essence of the beauty products and services
offered in-store is reflected in our print
and online coverage, demonstrating our
commitment to delivering for the modern
woman in search of luxury, drama and
inspiration. Overseen by beauty editorial
director Katie Service, Harrods’ Beauty
Partnerships team welcomes the opportunity
to develop a partnership with premium
brands, with a view to producing impactful
strategic marketing and PR.
BEAUTY
• 192,182 Rewards customers
shopped in The Beauty Halls in
the past 12 months.
• 45% are UK residents, 18% are
Middle Eastern and 12% are
from China.
• 21% of trade is from customers
spending £10k–£100k, visiting the
store an average 12 times per annum
and spending £1,730 per visit.
• 76% of customers are female.
• 69% are from 21 to 50 years
old, with the majority of these
between 31 and 40 years old.
Harrods Rewards card data September 2018–2019
25 26OUR EXPERTISE FINE JEWELLERY & FINE WATCHES
FINE JEWELLERY
& FINE WATCHES
Harrods prides itself on creating a perfect environment
in which to showcase the world’s most spectacular
jewellery creations
While the glitz and glamour of the
department speaks for itself, our media FINE JEWELLERY
channels bring these categories to life • 26,818 Rewards customers shopped in Fine Jewellery
through impossibly intricate photoshoots in the past 12 months.
and immersive insights. With the help of
• 35% are UK residents, 22% are from China and 22%
contributing editors Robin Swithinbank
are from the Middle East.
(watches) and Edwina Ings-Chambers
(jewellery), we present the stories, stones • 22% of trade is from customers spending +£250k,
and skills behind the world’s most jaw- visiting the store an average of six times per annum and
dropping jewellery and haute horlogerie. spending £91,857 per visit.
• 69% of customers are female.
Our teams welcome the opportunity
to develop partnerships with premium • 75% are from 21 to 50 years old, with the majority
brands to produce impactful strategic of these between 31 and 40 years old.
marketing and PR through our evolving
media portfolio. FINE WATCHES
• 7,874 Rewards customers shopped in Fine Watches
in the past 12 months.
• 37% are UK residents, 20% are from China and 13%
are from the Middle East.
• A third of all trade is from Chinese customers, more than
any other nationality.
• 10% of trade is from customers spending +£250k, visiting the
store an average of eight times a year and spending £64,157
per visit.
• 52% of customers are male.
• 73% are from 21 to 50 years old, with the majority of these
between 31 and 40 years old.
Harrods Rewards card data September 2018–2019
27 28OUR EXPERTISE HOME & TECH
HOME
& TECH
These luxurious, experiential-led
departments create the UK’s ultimate
home and tech hub
From decadent tableware to luxury linens, and agenda-setting
technology to the best of classic and contemporary furniture, we
have our finger on the pulse of the design world. Whether in
the regular lifestyle section of Harrods Magazine or in our twice-
yearly Home & Property title, we present the interiors products
that are making waves with panache and style.
The store carries exclusive and celebrated items from all over
the world, and Harrods Partnerships is dedicated to providing
tailor-made media solutions for luxury brands from across the
home and interiors category.
TECHNOLOGY HOME
• 27,871 Rewards customers shopped in Technology • 68,694 Rewards customers shopped in the Home
in the past 12 months. department in the past 12 months.
• 39% are UK residents, 20% are Middle Eastern • 47% of customers are UK residents, 12% are
and 11% are from China. Middle Eastern and 9% are from China.
• 14% of trade is from customers spending +£250k, • 13% of trade is from customers spending +£100k,
visiting an average of 16 times per annum and visiting an average of 10 times per annum and
spending £37,725 per visit. spending £19,484 per visit.
• The customer base is evenly divided by gender. • 71% of customers are female.
• 49% are from 31 to 50 years old, with the • 67% are from 31 to 60 years old, with the majority
majority of these between 41 and 50 years old. of these between 41 and 50 years old.
Harrods Rewards card data September 2018–2019
30OUR EXPERTISE FOOD & BEVERAGES OUR EXPERTISE FOOD & BEVERAGES
FOOD
& BEVERAGES
The transformed and spectacular Harrods Food Halls are bursting
with premium produce sourced from around the world
Over the past two years, the famous Harrods
Food Halls have undergone a sparkling FOOD & BEVERAGES
transformation. We’ve introduced our own • 136,392 Rewards customers shopped in
coffee-roasting facility and in-house bakery, the Food Halls in the past 12 months.
along with a new Fresh Market Hall, • 49% are UK residents.
brimming with premium produce sourced
from around the globe. We’ve renewed • 17% of trade is from customers spending
our Fine Wines & Spirits room, creating a £10k–£100k, visiting an average 17 times
premium destination for connoisseurs, and per annum and spending £1,185 per visit.
reimagined our historic Dining Hall with a • 71% of customers are female.
host of new eateries.
• 84% are from 21 to 60 years old, with
the majority of these between 31 and 50
The pages of our magazine reflect this
innovation, showcasing not only the years old.
developments in-store but also trends and
events in the wider gourmet world, from
Harrods Rewards card data September 2018–2019
cocktails to charcuterie, coffee to caviar.
Our Food & Beverages Partnerships team
welcomes the opportunity to develop
relationships with premium brands.
31 32CAMPAIGNS & MEDIA
Media
PORTFOLIO
Harrods Partnerships works to curate bespoke media
packages for our brands, delivering against business goals and
objectives. Our comprehensive media portfolio allows for true
multi-channel campaigns that reach targeted audiences across
print, digital and experiential touchpoints.
Our extensive schedule of media activations can perfectly
support a brand’s marketing calendar with annual plans that
scale up to meet peak marketing moments, while also providing
a drumbeat of activity to drive continuous brand awareness
throughout the year.
33CAMPAIGNS & MEDIA CAMPAIGNS & MEDIA
HARRODS 2020
MARKETING
CALENDAR
T H E A RT O F
January February March April May June July August September October November December
Campaign
ICONS THE SEASON THE SEASON FASHION CHRISTMAS
S/S season The The A/W season Harrods The
launch Summer Summer launch Christmas Winter Sale
Sale Sale Grotto 26th Dec to
27th June 27th June opens 17th Jan 2021
Trade to 19th July to 19th July
promotions
10% Rewards 10% Rewards Fashion 10% Rewards 10% 10% 10% Fashion
Weekend Weekend Summer Weekends Rewards Rewards Rewards Winter
24th to 26th Apr 29th to 31st May Sale Preview 2nd to 5th & Weekend Weekend Weekend Sale Preview
13th to 25th June 16th to 19th July 25th to 30th Oct 27th to 5th to
27th Sept to 1st Nov 29th Nov 20th Dec
35 36MEDIA PORTFOLIO IN-STORE
TARGET
Burberry aimed to target both womenswear and menswear
customers who had previously shopped with the brand, as
well as gain new high-net-worth clients.
OBJECTIVE
Burberry set out to celebrate the first collection by creative
director Riccardo Tisci with an impactful platform to reach
the desired customer. The objective was also to raise brand
awareness within Harrods. Through physical and digital
media collaborations, the brand was able to transform the
runway collection into an interactive retail experience.
OUTLINE
• Menswear display in the Exhibition Windows for the
months of February and March
• Branded vinyls on the Hans Road windows
• A premium DPS in the February issue of
BURBERRY 360° CAMPAIGN Harrods Magazine
• 31.5m x 22.8m hoarding at the front of Harrods on
case study
Brompton Road
• Displays in The Penthouse and the Superbrands lift lobby
• Homepage hero ad on harrods.com
• Multimedia ad in the Harrods app
• CRM emailer to 5,000 customers
Harrods Partnerships specialises in 360° campaigns that
• In-store advertising on the digital screen network
amplify brand messages across multiple channels for maximum impact.
When Riccardo Tisci launched his debut collection for Burberry, the brand
partnered with Harrods to deliver an effective multi-touchpoint campaign SUCCESS
While Burberry was in the Exhibition Windows, the brand
saw consistent growth in menswear sales. February sales were
+10% vs LY, March sales were +56% vs LY, and April sales
were +66.03% vs LY.
• Burberry’s trade in The Penthouse also achieved great
results, with sales +66% vs LY.
• As the first brand to take over the homepage of harrods.com,
Burberry had almost 5,000 direct clicks through to
its landing page – +28.2% on the prior week.
• On Instagram, Burberry’s organic ad made 118,000
impressions.
• 132 customers made a purchase from the email, opened
by 23% of customers it was sent to.
37 38MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE
WINDOWS
Our award-winning windows engage passers-by and
entice customers into the store through product placement,
spectacular experiential exhibitions and pop-up shops.
The windows are located on Brompton Road, Hans Crescent,
Basil Street and Hans Road. The window campaigns are
enhanced by exterior digital screens.
39 40MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE
EXHIBITION WINDOWS & POP-UP
The Exhibition Windows & Pop-Up package offers interaction and engagement in an experiential
space on Brompton Road. The package allows for product and customer interaction with window
displays and includes a pop-up shop inside.
DRESSED WINDOWS • With a wealth of creative inspiration, Harrods
The Dressed Windows give brands the opportunity Visual Merchandising has a proven record in
to leverage the design and production expertise delivering industry-recognised luxury window
of the Harrods Visual Merchandising team and and interior displays.
showcase products at one of London’s most affluent
addresses. The windows are on Brompton Road, • The team use their awareness of luxury materials,
Hans Crescent, Basil Street and Hans Road. finishes and construction techniques to ensure
creative installations are achieved to the highest
standard. They work with the best suppliers in
the business to deliver our world-class window
and interior installations.
41 42MEDIA PORTFOLIO IN-STORE
TARGET
Dior targeted customers who have shopped with the brand
previously, with the aim of also attracting new high-net-
worth customers.
OBJECTIVE
Dior showcased its British-inflected collection for Autumn/
Winter 2019 in an immersive experience inspired by the
1950s. Harrods’ Exhibition Windows were transformed
into a tartan-covered display of classic elegance, mixed with
elements of today’s luxury streetwear. Combining this with
multiple touchpoints throughout the store – and throughout
London via green and black taxis – Dior fulfilled a 360-degree
media campaign.
OUTLINE
• Menswear display in the Exhibition Windows for the
DIOR EXHIBITION WINDOWS months of February and March
• Exhibition Windows in August
case study
• Menswear pop-up
• IFC, Premium RHP & two-page editorial in August
issue of Harrods Magazine
• Harrods app: multimedia ad and static ad
• CRM emailer to 1,000 customers
Dior showcased its British-inflected collection for Autumn/ • In-store advertising on the digital screen network
Winter 2019 in an immersive experience inspired by the 1950s across Doors 3, 5 & 10
SUCCESS
Each division of Dior saw an increase in trade
compared to August LY:
• +41% in Womenswear
• +20% in Childrenswear
• +17% in Shoes
• +58% in Menswear
• +48% in the Exhibition Windows
43 44MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE
DIGITAL
SCREEN
NETWORK
Harrods delivers an entertaining and engaging environment
for the consumer and an impactful platform for brands by
remaining at the forefront of digital design and technology.
Through innovation in digital retail signage, the best content
management system and elite hardware providers, the Harrods
Media network of digital media walls and screens is a premium
and influential platform for communication.
45 46MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE The digital screen networks are located across key entry points to the store, in high-footfall locations. These exceptionally high-quality screens facilitate brand engagement in a luxury environment, enticing shoppers upon entry into various departments and influencing their purchase decisions as they travel between floors. THE NETWORK OFFER Influence & immediacy Engagement Reach Impact & innovation Convenience Amplification & reinforcement 47 48
MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE
FENDI POP-UPS
PROMOTIONAL case study
SITES & POP-UPS TARGET
Harrods was Fendi-fied with a storewide takeover by the
Italian brand during July and August 2019, creating an
exclusive emporium experience for customers.
OBJECTIVE
Fendi’s takeover celebrated the Peekaboo bag, as well
as the introduction of the Baguette bag for men. The
campaign aimed to showcase products across every range
and for every customer, while catering to their every need
with the opportunity to personalise their bags and dine
in the Fendi Caffe.
OUTLINE
• Brompton Road Exhibition Windows
• Takeover of The Brompton Deli to create Fendi Caffe
• New pop-up boutique at Harrods Shoe Heaven,
emphasised with digital screens
• Menswear specially showcased in the Piazza
pop-up space
• Couture cover and three-page editorial in the July issue
of Harrods Magazine, a third-page feature in Harrods
Man and the cover of the Store Guide, with a feature
in the ‘What’s On’ section
• Support on harrods.com Events page, as well as an
online news story
• Extensive social media: feed posts, stories and IGTV
SUCCESS
Each division of Fendi saw an increase in trade compared
to July LY and the month prior to the campaign:
Located in high-dwell and other strategic areas, pop-ups
are the perfect platform for a temporary branded space within • Total sales: +66% vs LY and +115% vs month prior
the store. Depending on the size and placement, the spaces can • Accessories: +112% vs LY and +214% vs month prior
be used for customer interaction, an experiential activity, • Menswear: +14% vs LY and +49% vs month prior
• Womenswear: +11% vs LY and +38% vs month prior
to showcase product or as another selling area.
• Childrenswear: +101% vs LY and +76% vs month prior
49 50MEDIA PORTFOLIO IN-STORE MEDIA PORTFOLIO IN-STORE
PRIVATE SHOPPING PRADA
SHOWCASE case study
TARGET
Prada’s Penthouse activation targeted Elite customers and
private shopping clients in Harrods. These groups are made
up of Harrods’ most loyal customers, and 70% of them are
womenswear customers. The execution was timed to capitalise
on customers visiting after Ramadan.
OBJECTIVE
Prada engaged in a full Penthouse takeover to show its
eveningwear capsule collection. In The Penthouse, they were
able to directly access Harrods customers who have historically
shopped in fashion as well as invite Prada customers to
experience the brand in a new setting.
OUTLINE
Prada’s display was live for one week in The Penthouse, with
a design inspired by its Pasticceria Marchesi bakery theme.
The showcase featured a collection of 36 Prada gowns, with
29 of these being worldwide exclusives in Harrods. Sixty
clients from Harrods and Prada had personal appointments
to view the collection.
Harrods’ private shopping suites provide access to our Elite
SUCCESS
customer base. Packages may include product placement
Compared to the same period last year, Prada experienced
and branding and experiential opportunities. a sales uplift of 492% from sales in The Penthouse.
51 52MEDIA PORTFOLIO DIGITAL MEDIA PORTFOLIO DIGITAL
DIGITAL
CHANNELS
From the reimagined harrods.com to our app
and social media channels, our digital proposition has
supersized the opportunities available to our brand partners.
Whether creating buzz for a new product launch or telling
brand stories over time, our digital touchpoints offer more
chances to create multi-faceted, immersive stories to engage
with Harrods customers than ever before.
53 54MEDIA PORTFOLIO DIGITAL MEDIA PORTFOLIO DIGITAL
SOCIAL MEDIA KIEHL’S SOCIAL
Whether on the main @harrods feed or on a category-specific sub-feed,
case study
we offer brand partnership activity through content franchises that create
a rich storytelling moment told through the Harrods voice
TARGET
Harrods Beauty customers
@HARRODS @HARRODSBEAUTY
Followers Followers
1.5 million 39.9k OBJECTIVE
Audience profile Audience profile To promote Kiehl’s Clearly Corrective Dark Spot Solution
Male – 25% Male – 15% and Pure Vitality Skin Renewing Cream, while highlighting
Female – 75% Female – 85% the benefits and superiority of the ingredients and clarifying
Ages Ages some of the fake news surrounding beauty products.
18-24 – 17% 18-24 – 14%
25-34 – 40% 25-34 – 39%
35-44 – 25% 35-44 – 28% OUTLINE
Top locations Top locations London, • Kiehl’s Clearly Corrective Dark Spot Solution
London, New York, New York, Manchester, was promoted through a main-feed post on
Riyadh, Istanbul, Birmingham @harrodsbeauty, as well as in a Story called ‘In
Dubai Conversation with Dr Alexis Granite and Kiehl’s’
to answer some of the most-Googled queries.
• The Pure Vitality Skin Renewing Cream featured as a
main-feed post on @harrodsbeauty, as well as in a Story
@HARRODSMAN @HARRODSFOOD highlighting the beneficial ingredients.
Followers Followers • Two features were published on harrods.com in the
81.6k 59.4k Style Notes advertorial: ‘The Kiehl’s Guide to Corrective
Audience profile Audience profile Skincare’ and ‘Plant Power: Kiehl’s Pure Vitality’.
Male – 73% Male – 30%
Female – 27% Female – 70% • Two features appeared in the Harrods Beauty newsletters.
Ages Ages
18-24 – 17% 18-24 – 14%
25-34 – 40% 25-34 – 38% SUCCESS
35-44 – 25% 35-44 – 27% For the week of the Style Notes advertorial launch on
Top locations London, Top locations London, harrods.com, brand revenue online increased by 421%
Kuwait City, New York, Manchester vs LY and brand page visits were up by 6% vs LY.
Doha, Dubai
The ‘Kiehl’s Guide to Corrective Skincare’ feature in the
Harrods Beauty newsletter increased brand revenue
online by 9% WoW and 101% vs LY.
Total reach was 13k+ accounts, total impressions 16.5k+.
Statistics from October 2019
55 56MEDIA PORTFOLIO DIGITAL MEDIA PORTFOLIO DIGITAL
HARRODS.COM BURBERRY & VIX
case study
BURBERRY
OUTLINE
Burberry featured on the homepage of our website in
March 2019 in line with the launch of its SS19 collection
by Riccardo Tisci. The location on the homepage is an
immediate draw for customers who are interested in
discovering the latest styles and fashion trends. Burberry
also stood out as a featured brand in the mega-menu under
Designers, further elevating its exposure.
SUCCESS
During Burberry’s time on the homepage, traffic to its
landing page increased by 28.2% compared to the
previous week.
VIX
OUTLINE
Swimwear brand Vix appeared on the mega-menu promo
Receiving more than 850,000 visits and 430,000 unique visitors spot for one week in April 2019. As customers navigated to
each week, harrods.com welcomes our loyal customer base to shop shop Womenswear, they could click directly on the brand’s
picture and be taken straight to the brand’s landing page
our online collections and browse our inspirational content. on harrods.com.
Media opportunities are available for brand partners who retail online to drive traffic to SUCCESS
brand pages, products and editorial. These include advertising spots on the homepage,
During the one-week spot, Vix saw visits to its page
mega-menu, product-listing pages and digital advertorials (Style Notes). The forthcoming
increase by 77% compared to its normal weekly average.
new Harrods website will enhance these online opportunities even further.
The brand’s weekly revenue also increased 126% compared
to its weekly average.
57 58MEDIA PORTFOLIO DIGITAL MEDIA PORTFOLIO DIGITAL
HARRODS APP EMAIL &
The Harrods app has recently been redesigned with
a new and improved user experience to deliver more
DIRECT MAIL
content and integrated shopping
Harrods’ direct marketing tools give brands the
Split into five sections (Home, Visit, Stories, Shop Average dwell time for a multimedia advert is over opportunity to reach targeted segments of our
and Rewards), the app allows customers to move seven seconds, and 22 seconds for a bespoke ad. Rewards customers with an exclusive campaign
around easily using the navigation bar, from browsing The Mobile Store Guide sees an average of 22,000 delivered straight to their inbox or letterbox.
the Mobile Store Guide and planning their in-store user sessions each month.
visit to reading the magazine and buying online. In partnership with Harrods’ customer insight team,
brands can develop the optimum target audience
Across the app there is a range of advertising APP USERS for their campaign through the selection of relevant
opportunities, from static, video and multimedia • 6 in 10 are female demographics and lifestyle and shopping behaviours.
advertisements to a fully bespoke creative campaign.
• Almost half are millennials (18-34)
Opportunities include solus emails or branded
• High global reach with 49% international users content woven seamlessly into pre-scheduled
ABOUT THE APP across 170 countries Harrods emails. Direct mail is also available to
• Over 25,000 users each month • 65% have clicked to shop as a result of using the app brands, with premium print solutions delivered
• Over 50,000 sessions each month • 90% would recommend the Harrods app direct to customers’ homes.
• Over 12,000 downloads each month
• Average open rate of brand emails: 24%*
• In August 2019, Gucci’s email campaign,
supporting the launch of its new make-up
collection and fragrance range, was sent to
over 4,500 customers, achieving a unique
open rate of 27% and a 6.7% effective rate.
• In November 2018, Harry Winston targeted
a small segment of Harrods Rewards customers
to promote its Christmas gifting offering,
Winston Wishes. The email campaign directly
generated 37 transactions during the three-
month campaign period and saw a sales uplift
of 31% vs LY.
*Harrods CRM January–October 2019
59 60MEDIA PORTFOLIO PUBLISHING
PUBLISHING
Our approach to print
Print has a key role to play in luxury – it will forever
be the premier format for the expression of high
creativity in photography and image-making, and
it will forever inspire in the reader a moment to
lean back, relax, take time out and engage fully,
rather than tap and scroll.
Over the past year we have doubled down on our
commitment to the format, scaling up our content to
not only provide the ultimate insight into the world
of luxury, but also live that world through our
attitude, aesthetic and approach.
61MEDIA PORTFOLIO PUBLISHING MEDIA PORTFOLIO PUBLISHING
HARRODS
MAGAZINE
The award-winning and ABC-accredited
Harrods Magazine is the ultimate luxury
fashion and lifestyle bible, supporting our
customers in their pursuit of la dolce vita
With the ability to tap into Harrods READERSHIP AND IMPACT
Rewards card data, our publications are • 76% of Harrods Magazine readers are female
highly targeted and sent directly to the
• 94% of readers read their copy within a week
homes of our highest-spending customers.
• 78% say two or more people read their copy
Readers are highly engaged, and the • 90% have visited the store having read about a product
magazine has a powerful influence on their • 77% of readers have purchased an item that was advertised
buying behaviour. Brand partnerships are in the magazine
an essential element of Harrods’ print
• 58% have visited harrods.com as a result of reading the
publishing, with premium advertising
magazine, while 19% made an online purchase
and standard positioning throughout in
addition to creative advertorial, editorial • 67% have purchased something that was featured editorially
and bespoke opportunities. • 95% of readers rated the magazine as very good to excellent
irculation: 120,211
C
(ABC 1st January–31st December 2018)*
Readership: 269,273 per issue**
1 0 issues a year
*Audit Bureau of Circulation **Harrods Reader Survey 2019
63 64MEDIA PORTFOLIO PUBLISHING MEDIA PORTFOLIO PUBLISHING
SPECIAL-INTEREST
PUBLICATIONS
Harrods Magazine has paved the way for a number of specialist
lifestyle titles from Harrods Publishing
HARRODS HOME & PROPERTY
Presenting the world’s most inspiring interiors, designer
HARRODS MAN furniture and furnishings, as well as showcasing properties
Harrods Man’s broadsheet newspaper format is designed to from Harrods Estates, Harrods Home & Property magazine
appeal to a discerning male audience, with whom it connects reaches a niche customer segment, including those who
with wit and whim. The magazine covers fashion, grooming have bought and sold property through our luxury property
and accessories in a highly visual, graphic way. Along with agents, Harrods Estates.
watches, tech and lifestyle, the title has recently expanded Two issues per year (April & September),
its coverage to span travel, dining, art and wine to reflect the 53,000 copies per issue
cosmopolitan mindset of our customers.
Four issues per year (March, July, October & December),
60,000 copies per issue HARRODS ESTATES
The biannual Harrods Estates magazine showcases the best of
Knightsbridge, Mayfair, Chelsea and Kensington residential
HARRODS MAGAZINE ARABIA sales and lettings as well as new residential developments.
The publication also highlights furniture and accessories
This title includes fashion, beauty, fine jewellery, watches and
available in-store, positioning Harrods as a leading luxury
lifestyle, with all content tailored to the Middle East. It reaches
homewares destination.
existing Harrods Rewards customers based in the region, and
targets discerning and high-net-worth individuals as potential Two issues per year (April & September),
Harrods customers. 5,000 copies per issue
Two issues per year (May & November),
25,000 copies per issue
65 66MEDIA PORTFOLIO PUBLISHING
SUPPLEMENTS STORE
Our acquisition supplements are inserted in lifestyle press and relevant
customer magazines, extending the reach of our editorial content and print
media beyond the Harrods customer base to a targeted external audience
GUIDE
The Store Guide supports thousands
of customers daily as they navigate
our Knightsbridge store
It is picked up by up to 100,000 customers every
month from information points around the store.
In addition to floor maps and restaurant reviews,
the Store Guide highlights seasonal events, products
and offers.
The Store Guide can help endorse brand partnerships
and raise brand awareness among a premium and
unrivalled mass readership. The readership has an
impressive international reach, and many customers
keep their Store Guide as a souvenir of their visit.
A Mandarin edition of the Store Guide is published
FASHION SPECIALS homewares and hampers content from the November every other month.
issue of Harrods Magazine and the Harrods Hampers
Aligning with new-season launches, the best fashion Circulation: 12 issues per year,
& Gifts magazine.
editorial content from Harrods Magazine and Harrods 80,000–100,000 copies per month
Man is delivered to additional customers in a 48-page Published in November
handbag-size format (womenswear) and a 20-page
newspaper format (menswear), inserted into leading
fashion publications. SUMMER HOME SALE
Womenswear published in March and September; & WINTER HOME SALE
menswear published in March and October This biannual magazine is the world’s ultimate
luxury furniture sale publication, showcasing Store
BEAUTY SPECIALS
seasonal reductions from the finest brands.
201 8
Guide May
2019
Two issues per year (Summer Home Sale in June DEC EM BER
Harrods Magazine’s award-winning beauty coverage
& Winter Home Sale in December/January)
is showcased in two annual specials: the Fragrance
Special and another that focuses on Christmas gift
ideas, covering cosmetics, fragrance and skincare. CHRISTMAS GIFT GUIDE
Two issues per year (Fragrance Special in August Harrods’ most luxurious gifts are showcased in this
& Beauty Gifting Special in December) 44-page supplement, which is inserted into special
editions of premium publications to capitalise on
the consumer’s desire for gift inspiration in the
FOOD & DRINK SPECIAL lead-up to Christmas.
This magazine features the best Christmas food, wine, MAY_
Published in November
Store
Guide
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/2019
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68HARRODS CONTACTS
For all media enquiries, please contact
your Partnerships Manager or email
harrodspartnerships@harrods.com
www.harrodspartnerships.com
69OPPORTUNITIES
2020–2021
MEDIA
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