Luxury department store Harrods has this week unveiled new digital media advertising displays, offering towering video walls along a number of in-store escalators.
The retailer announced the move yesterday as part of its multi-million pound redevelopment programme, which has seen 150 digital screens installed throughout the London Knightsbridge flagship store and its UK airport outlets.
The extensive investment programme hopes to capitalise on the rise in popularity of digital media.
The redesign of Harrods escalator ten, located on Hans Road, will dominate the premium entrance, standing at 13 ft tall from the foot of the escalator, with a further three screens located at the lower ground, third and fifth floors.
Harrods’ announcement consolidates the luxury retailer’s dedication to new digital offerings and follows the launch of Harrods Media last month, which deals with all media-based solutions in-house.
The media arm of the company also publishes an in-house magazine, which recently reported circulation figures of 104,997 for the period between January and June 2011.
Published ten times as year, the magazine is increasingly used as a sales platform and the group is set to launch a brand new separate online magazine later this month.
The ongoing digital strategy from the company proves its desire to cement its position as the leading retailer in luxury media.
Commenting on the installation of the LCD screens, Director of Harrods Media Guy Cheston explained that the launch was a positive step for both advertisers and the store itself.
“This new upgrade has transformed our digital signage offering by providing tremendous impact and visibility for the brands advertising on these digital media walls,” he said.
“We see this as the future, reducing clutter, enabling much greater scope for creativity with content. We have already seen keen interest from our brands, and an uptake in sales and footfall in-store as a result.”