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Insight into creating the Harrods customer experience

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.

On segmenting customers

“We don’t segment, very intentionally. I can’t tell you how deeply I don’t believe in it. 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.

”Luxury is a collection of niches – each community has a very defined passion around them. What I’m interested in now is a community of passion, rather than segmentation. The love around watches, jewellery or fashion – that is what’s binding people together.”


On integrating the customer experience

“We’ve just gone through an element of restructuring. 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.

“Everything is about communication, so I want more journalists who are fundamental experts in what they do and can go across all areas. 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.

“Harrods isn’t one voice, though, and what I want to do is to have that same editorial tone with multiple voices and cultural sensibilities. You do that by being clear in your values. When people are aligned by value, you give them more permission to be free to express.”


On experiential marketing

“The narrative starts before you get to the store. The storytelling, evoking dreams and expectation all happens before that. 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. More brands should market to our staff because if they’re excited about a brand, there’s no question it will sell better.”


On reward schemes

“We’re trying to redefine a lot of language around ours to membership rather than loyalty. It’s fundamental to everything – that card is more passionate to a lot of customers than many other things in their lives.”

Readers' comments (1)

  • 'journalists'... or generalists?

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