Harrods ramps up digital to grow brand

Harrods is to launch a transactional mobile site and online magazine as part of a raft of new digital initiatives that it hopes will build a “long term global presence” in the growing luxury store market.


The Qatar Holdings owned company is to allow its customers to buy via mobile and tablet devices from the autumn.
It follows the launch of a GPS-based app to help in-store shopping earlier this year.

The move is part of a wider digital push from the company, which it hopes will grow the brand internationally.

The online magazine, scheduled to launch next month, will mainly focus on fashion, and will be edited by harrods.com content editor Nicola Copping.

David Worby, director of Harrods Direct, 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.”

Rival department store John Lewis already has a mobile-optimised transactional site, while Debenhams has an iPhone app.
According to last month’s Martech IT in Retail research report the UK’s top 100 retailers are to increase their spend on mobile and ecommerce over the next year.

The report revealed that 16% of the retailers surveyed have rolled out m-commerce strategies in the last year – up 5% compared to last year, while 12% of the respondents said they are planning to launch m-commerce strategies in the coming year.

Other investment priorities include launching transactional websites and improving ecommerce customer journeys, according to the report.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here