Harrods tasks TBG with web retail expansion

by Jessica Killick, Marketing 15-Apr-08

Harrods is to overhaul its ecommerce platform as it seeks to become a 'major force' in online luxury retail.

The 159-year-old department store has appointed TBG London to expand its
digital marketing strategy. It has handed the agency a brief spanning
online advertising, mobile, social networking and eCRM.

The store intends to use socio-demographic and geographic data from

online purchase activity to enhance its ecommerce offering, as well as
advertising on websites, including the shopping channels of portals such
as AOL and MSN.

Harrods will become the first client for TBG's retail division. The
retailer has already worked with TBG London on several projects over the
past six months, including campaigns to promote its Christmas and
January sales.

Harrods launched a revamped ecommerce website intended to cater for
global customers last year. Co-developed by Conchango and Harrods'
in-house team, it initially focused on its Christmas and Wedding Gift
sections. Harrods.com also offers in-store event information and
food-hall menus.