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Data Insight: In-store at Harrods for ICLP data
Harrods relating to shoppers
Harrods, the world's most famous department store, has appointed ICLP, the loyalty agency, to support 'Harrods Rewards', its new in-store customer loyalty programme.
ICLP will deploy its successful proprietary loyalty system TLS to provide the loyalty points engine and customer membership servicing capabilities. In addition, ICLP's in-house contact centre will handle member enquires and ICLP will provide the collateral fulfilment processes for the programme.
Harrods has migrated 90K loyalty members from GE Capital Card to the new programme to form the initial membership base, with an additional target of one million members over the next three years being predicted by Jose Majluf, CRM Controller at Harrods. Customers will be invited to join the programme in-store or on-line following their transaction. The launch will also be supported by a direct mail campaign and in-store marketing collateral, also produced by ICLP, in partnership with Harrods.
Majluf says: "Launching 'Harrods Rewards' is an integral part of our CRM strategy. It gives us the opportunity to understand our customers and their spending behaviour. This will be achieved by providing compelling reasons to join, remain engaged and actively participate in the programme. Tiers within the programme will offer our best and high value customers superb additional benefits; loyalty should be rewarded."
Gillian Epps, Client Services Director of ICLP says: "The Harrods marketing team really understands the value of using data insight from its customers to engage the best ones. Using our loyalty system TLS, as the backbone for this data gathering, Harrods Rewards will allow us to intelligently gather transaction and profile data to target appropriate communications, at the right time, to this high profile member base."
Majluf says: "We are confident that engaging ICLP with its loyalty expertise will help us to drive profitable customer relationships. It is a hugely exciting time for us."
Harrods is a multi-channel retailer with a main channel department store located in the heart of Knightsbridge. The store offers over 1,000,000 sq. ft. of merchandise arranged over seven floors. The company also offers a direct mail operation, online shopping, overseas Signature Shops and locations in every terminal at London's Heathrow and Gatwick airports.
09 October 2006