BRAND EQUITY

BRAND IDENTITY

BRAND PERSONALITY MODEL

BRAND MOOD BOARD

BRAND DNA 

Brand leverage

     

LOGO

ICONS AND PRINTS

PACKAGING

MARKET SEGMENTATION

PEN PORTRAITS

CUSTOMER MOODBOARD

     BRAND POSITIONING MAP

     POP/POD DIRECT

     DIGITAL STATISTICS & POPULARITY 

     POP/POD INDIRECT

     DIGITAL STATISTICS & POPULARITY 

BRANDING SMART OBJECTIVES

RACE FRAMEWORK

MARKETING SWOT

BRANDING CONCEPT MOODBOARD

CONCEPT VIDEO

3 c’s

Budget & Schedule 

INTRODUCTION

DESCRIPTION

FEELINGS

EVALUATION

ANALYSIS

SWOT

OBJECTIVES

CONCLUSION

ACTION PLAN

SURVEY

FOCUS GROUP

INTERVIEW 1

INTERVIEW 2 

OBJECTIVES

CONCLUSION 

For this proposal, my team and I had to think, what is Innovation? We believe the definition that best suit our proposed brand strategy for our client Harrod’s was “..the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace” (Sambrook et al, 2009). With our strategy, we want Harrods to improve their services through world class innovative technology to advance themselves successfully in their marketplace. 

Consumer interests have really seemed to shift in the world of Tech and Retail. ‘..more than three out of five consumers feel retail technologies have improved their shopping experience’. (Jordan, 2019) Our client is currently under a £200M redevelopment scheme to make shopping experience easy, smooth and interesting for the modern luxury shopper (Rogers, 2019) However, we had to do things differently for our client, as the new Marketing and Customer Officer, Amanda Hill expressed that she doesn’t believe in the traditional marketing way of customer segmentation, as she believes it makes the work ‘lazy’ (Rogers, 2019) We had to look into the consumer’s lifestyle and needs and created a new strategy from there. We had to think about Harrods from a product perspective, and change our approach in our marketing strategy to our Luxury Harrods Consumer on a One-To-One bespoke relationship through technology - with the use of Augmented Reality and QR Codes. With Harrods, the strategy isn’t to change it totally, rather, it’s our Onus to make sure it remains relevant and push it forward.

We are imploring Harrods in this new redevelopment phase to explore the increasingly important role of content in the digital environment, as its been proven that the digital experience online has doubled the retailers online sales conversion rate, so imagine what could happen if they do this in-store? The role of tech for luxury retail brands will not only help in commerce, but also discovery. 

To wrap up the proposal, the management summary, role of tech in luxury retail, protecting the brand's heritage and innovation is taken into consideration to provide a holistic outlook. The marketing mix proposed is based mainly on the information gathered, both primary and secondary, qualitative and quantitative, implementing relevant strategies that could possibly work. 

The Great Exhibition came along in 1851, and due to the massive influx of international visitors, Harrods moved to benefit from this. Charles Henry’s son, Charles Digby ,who actually made created a successful retail business, expanding from groceries and homeware to pharmaceuticals, perfumes and stationary, and eventually employing about a 100 employees by the year 1880. (Park Grand Kensington, 2017) 

Despite a few pitfalls, such as the department store burning down in 1883, this didn’t stop them, rather they came back better and exceeded all expectations. Harrods has proven that in the brands DNA, resilience and determination is required to go the extra mile and exceed customer expectations (Dynatrace, 2017). 

Due to my primary research of Survey, Interviews and Observations, I have seen that there are first of all 3 main spenders at the luxury retail store. According to a sales associate who was being quite discreet about their answer, she expressed if she had to put it into percentages, and according to the highest spenders, it would be Asians (65%), Nigerians (25%), and Arabs (10%) (Sales Associate, 2019). 

Aeker’s brand personality model is another aspect that would really help us understand the brands human like personality, but also how people see the brand as well, backed up by my primary research from Interviews, Focus Group and Survey. 

Using the Ansoff Matrix, we would be looking into how Harrods is leveraging their brand. 

So, the process of research to find how to make navigation easier. Through my secondary research, I came to find that they had an in-store navigation through the app, and a lot of people didn’t know Harrods even had an App. So the first solution is to create: 

After there is a build up of momentum and even possible incentives like a 20% off discount code just for joining the app, we can now have an automatic app tour in terms of what it has, the services, how to navigate your way around the app and much more. Once we create that familiarity to the app, we give the users an inside exclusive to new additions to the department store in correlation to E-newsletters.

The main idea is to bring people into the store since Harrods has invested £200m+ into store renovations, and this will obviously attract more people to see the new and exciting in-store services. Now, the innovative branding campaign is about navigation around the store and also a few other services. I have thought of the idea of service help spots in different parts of the store, inside and outside to control the traffic and chaotic confusion within the store. These help spots will help everyone navigate their way around, almost like a personal assistant. You say where you want to go, route your way, and then you scan a QR code on the screen of the help spot through the app and the navigation through the app will navigate you to all the places you’ve plotted on the app, and if you have restaurant reservations, appointments or pick up, we will be introducing the Harrod’s Help Bot which will be in the form of the yearly Harrod Bears for Kids and the well known Harrods Doorman for regular people. This will create easy navigation and also a fun touch. You can ask the bot questions about what’s in stock, or any special events happening and RSVPing. This will help everyone both young and old and really put Harrods on the map for the technological innovation.