Department store group Harrods is modernising its digital offering in time for the busy Christmas period, and will be launching a new mobile website and online magazine in the coming months.
By appealing to the growing market of customers who purchase goods through mobile technology on the go, Harrods.com’s latest measures are expected to increase interaction between the website and its shoppers as well as raise its global profile.
Earlier this year Harrods reached its target of £1 billion annual sales earlier than expected and also became the first luxury store to launch a GPS-assisted interactive iPhone app - and the initiatives announced this week are an extension of this commitment to enhancing its digital offering.
The new transactional mobile site will be fully functional by the autumn, while the online magazine will be unveiled this September.
Commenting on the extension of Harrods’ digital platforms, a company spokesperson told Retail Gazette: “We offer our customers the optimum shopping experience both in-store and online, so we wanted to bring this experience to the next level.
“With the introduction of our new fully-transactional mobile site we are enabling customers to shop at Harrods.com on the go from smartphones and tablet devices.”
The new online publication was described as “one of the most exciting prospects” of the strategy, and will allow readers to access exclusive content and commentary on the latest trends and exclusive fashions.
Accompanying the new magazine and mobile site is a new campaign to improve Harrods’ online presence around the world through search engine optimisation and pay-per-click advertising.
Digital agency I Spy has been appointed to assist with the development of the retailer’s e-marketing activity, which ultimately aims to increase sale across all of its international markets.
In a statement earlier this week, Director of Harrods Direct David Worby said: “These moves form part of our strategy to ensure Harrods.com is at the forefront of growth in the online luxury sector over the next five years, not only preparing Harrods.com for increased demand but looking to give the brand a greater global online presence.”