Harrods breaks first mobile app to drive store traffic

British department store Harrods is breaking into mobile marketing with its first application that serves as a map and information center of the famed Knightsbridge store.

Consumers can navigate through the seven-story building using the mobile app to find restaurants, retailers and departments. The app was released yesterday and can be downloaded for free in Apple’s App Store.

“This app will add value to Harrods by allowing them to access to a new potential customer base, domestically and internationally, as well as a new way for existing customers to interact with the brand,” said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham did not create the app nor is he affiliated with Harrods, but he agreed to comment as a third-party expert.

Harrods is located in London and has approximately 15 million visitors per year.

The department store sells more than 600 luxury brands such as Christian Dior, Prada, Burberry, Chanel, Gucci, Givenchy, Boucheron, Judith Leiber, Bulgari, Cartier and Louis Vuitton.

Inside Harrods
Upon the opening of the app, users are shown the news section where they will find new stores, upcoming events, must-have and most-desired items, Harrods’ Twitter feed and other news.

Consumers can tap on these options and scroll down to read more information.

Harrods customers can add events that will sync to their iPhone’s iCal calendar.

Guests can also use the store map to navigate throughout the building.

Map of Harrods

The app uses the phone’s GPS to find where the customer is in the store. Guests can select a department, restaurant or retailer as their destination and the app will guide them to it.

Harrods departments

Consumers can learn about the department store’s history and take an audio tour through the building by tapping on their current location. They can also read about Harrods’ history.

Individuals who plan on going to Harrods can make a shopping list, make sure of the store’s location and receive telephone numbers to inquire about departments, restaurants, rewards, lost property, pet spas and pharmacies found in-store.

Finally, the Harrods app offers an entire 360-degree model of the building for users to explore by swiping their fingers across the screen.

360-degree tour of Harrods

Mobile marketing
This app marks Harrods’ foray into the mobile scene.

The retailer has outstanding social media, in-store and digital marketing strategies but was missing a key component.

In fact, Harrods marketed the launch of this app via Facebook and on its Web site. It even included a teaser video.

As the brands and restaurants inside of Harrods are likely to be visited by affluent, high-end individuals with smartphones, a mobile presence could truly help individuals inside of the store that need some guidance or information.

Harrods shoppers may become frustrated with the large area of the building and may not be able to find where they are, and this app alleviates some of the pressure. This is especially true because of the GPS sensor.

While Harrods is a world-famous department store, attracting individuals from many different countries, this actually presents a problem for some consumers who are not currently in London.

Since some consumers do not have access to the store, the app is not completely relevant, per Mr. Buckingham.

“Don’t make the app available outside your home country if you aren’t going to provide a localized, relevant experience,” Mr. Buckingham said.

Harrods could also try commerce so that consumers are not alienated.

“Mobile is an intimate environment and therefore can assist in driving more brand engagement and sales if executed in the right way that takes account of the uniqueness of the mobile experience to provide a customized experience,” Mr. Buckingham said.

Final Take
Rachel Lamb, editorial assistant on Luxury Daily, New York

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Tags: Appitalism, Harrods, luxury, luxury marketing, mobile, mobile marketing, Simon Buckingham