Harrods unleashes digital multichannel campaign for in-store boutique

British department store Harrods launched a comprehensive multichannel campaign to promote its new men’s shoe salon at its Knightbridge store.

Using mobile, Web site, social media, email and in-store marketing, the retailer has reached out to its wealthy consumers to alert them as to what is new in men’s footwear. The official launch party was June 2 at the bricks-and-mortar location.

“The key is that the Harrods’ shoe salon is very unique for both its size and selection,” said Doug Fleener, president and managing partner at Dynamic Experiences Group, Lexington, MA. “It’s a great way for it to market a point of differentiation to men, and just as important to the women who buy for them.

“The smartest way to market it is to highlight the distinct elements via video and pictures,” he said. “It’s one thing to read about it, and it’s another to experience it.”

Mr. Fleener is not associated with Harrods, but agreed to comment as a third-party expert.

Harrods did not respond by press deadline.

Well-heeled
The recently launched Harrods iPhone application featured a full-page ad for the new men’s shoe salon (see story).

Consumers who clicked on the ad were able to learn a little more about the shoe department and use the app to figure out where it would be in the seven-level building.

In the weeks prior to the salon’s unveiling, Harrods sent out emails that featured new season fashions, including men’s shoes.

The retailer also hyped up the new addition with plenty of social media updates, including additional information and images.

Harrods celebrated its new men’s shoe salon with a star-studded launch party. Guests were invited to go to the event and browse the new collections.

The retailer also advertised the new salon in-store prior to and after its debut last week.

After the launch party, Harrods uploaded pictures onto its Facebook page featuring the new salon and pictures of Harrods personalities and celebrity guests, such as Mr. Hudson and Alisha White.

Celebrities at the Harrods shoe salon launch party

The retailer has already received positive feedback on Facebook from customers who have seen the salon and those who expressed desire to check it out themselves.

Harrods’ men’s shoe salon features designers such as Alexander McQueen, Dolce & Gabbana, Kurt Geiger, Hugo Boss, Ermenegildo Zegna, Paul Smith, Salvatore Ferragamo and DSquared.

Harrods’ shoe salon

The salon is black-and-white with many mirrors and sleek, glossy floors. Consumers can choose from hundreds of shoes and other accessories such as belts to accompany them.

Consumers who cannot visit the bricks-and-mortar location can see the boutique at Harrods.com.

Multi flex
Harrods’ use of multichannel marketing is a sure-fire way to ensure that most of its customers learn about the salon in a manner that is best for them.

Furthermore, for consumers who engage with Harrods in multiple outlets, the multichannel approach can reinforce the message.

“One of the keys to marketing is repetition, and if a retailer takes a shotgun approach, there’s the possibility that consumers won’t recall the message when they’re in the market for the product,” Mr. Fleener said.

However, there are some pitfalls when it comes to multichannel marketing.

First, brands that do not carry the brand voice cross-channel run the risk of confusing or turning off customers.

Also, there can be trouble if the retailer is missing the key demographic when executing the strategy.

“I think it is important to create an action by the customer, and if possible drive them to a Web site and capture their contact information,” Mr. Fleener said. “In Harrods case, I could see using a QR code to send the customer to a virtual tour of the salon.

“I also think retailers need to clearly articulate a benefit for a customer to leave their current retailer,” he said. “Not just share what, but the why, and the why has to be distinct, compelling and memorable.”

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

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Tags: Doug Fleener, Dynamic Experiences Group, Harrods, luxury, luxury marketing, men's shoe salon