Selfridges | Company Profile, Marketing Contacts, Media Spend, Brands
Selfridges is a chain of UK based high end department stores. The retailers offer customers designer clothing for men , women, and children, as well as beauty products, toys, and housewares through and physical store and online operations.
|Main Telephone||0113 369 8040|
Selfridges ContactsContacts (5/11)
|Paul K.||Chief Executive Officer||London|
Sample of Associated Brands
|Galen W.||Chairman & Owner||London|
|Sue W.||Operations Director||London|
|James H.||Marketing Director||London|
|Vaughan E.||Senior Customer Experience Manager||London|
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Digital/Mobile: Selfridges picks lead marketer to put luxury in spotlight
Opportunity: In-Store, Digital, Social Media, Mobile, Promotion, eCommerce, Mobile, Millennials
Company: Selfridges, one of the UK’s oldest and most high-end department stores
Opportunity: This company is digital focused and relies strongly on social media, campaigning and digital enhancements.
They may be looking to strengthen their digital team this year and beyond with their new marketing director and huge digital marketing budget. Advertisers with expertise in luxury adverts and agencies specializing in mobile, digital and social media should reach out to get in on this initiative.
Decision Makers: Arcadia’s PR and Communications Director Tania Foster-Brown has left the fashion empire to join Selfridges as their new marketing and communications director. Selfridges’ last marketing chief Richard Taylor departed in late 2013 to “pursue a new venture”. Mr. Taylor oversaw marketing, PR, communications, events and visual merchandising functions.
Ms. Foster-Brown will start her new role in June and will also be on Selfridges’ executive board. She began her career in advertising at publisher Conde Nast before taking up PR roles at Mappin & Webb, Watches of Switzerland and then parent Asprey. She joined the Arcadia group in 2000.
Financial Performance: In November, Selfridges announced another strong year in both sales and profit. The year delivered gross sales of £1.2 billion, an increase of 10.4% and a record £150m in operating profit, which was an increase of 12.3%. All Selfridges retail channels saw year-on-year growth.
Commenting on the Selfridges UK results, Chairman Galen Weston said, “This is the 10th anniversary of our acquisition of Selfridges, and I am delighted with the progress we have made over those years in improving both the business and our financial performance. Our vision is to lead luxury shopping experiences for our customers around the world and we will continue to invest to achieve this goal”.
Marketing Strategy: Selfridges reportedly made a commitment to invest more than £42m over the next five years in its website, committing itself to making a seamless, fulfilling multichannel shopping experience for consumers. As consumers become more comfortable buying luxury products online, having an easy-to-use eCommerce platform is a major customer service.
In November, Head of Digital Marketing Claire Higgins spoke at the Festival of Marketing about the company’s investments in multi-channel advertising.
To start, she stressed the importance of the revamped website’s focus on bold creative ideas and editorial, as well as a user interface built for touch screens. (The retailer currently gets 60% of traffic from tablet and mobile devices–rising to 70% on Christmas Day–so catering to these customers is vital.) She added, “The site is an extension of the brand and gets more visitors than our physical stores. It's the global gateway to the Selfridges brand.”
She also addressed the following additional digital initiatives:
- The company is creating integrated digital experiences in-store that reinforce its luxury credentials
- They have begun working with some of their brand partners to create dedicated on-line stores, such as the Cartier Wonder Room, which features additional content about its products and heritage.
- They have invested strongly in customer relationships via social media. “Gone are the days when personal shoppers handwrite letters to customers. They are building prolific social followings, particularly on Instagram,” said Ms. Higgens.
- Selfridges does six big campaigns each year, one of which was The Beauty Project that went live last May. On the digital side Selfridges bought display ads on relevant sites such as Elle and Stylist, a photo booth in one of the window displays linked directly to Google+ and also hosted Google Hangouts. The integrated campaign achieved impressive results: 40,000 mentions on social channels, 1m views of promotional films, 241 pieces of PR vs. a target of 80, £100k in tickets sales, 4.5k photos tagged with #beautyproject hashtag; and, perhaps most importantly, Google showed a 34% lift in searches for beauty and Selfridges.
Campaigns: This month Selfridges will launch its Agender campaign, removing divisions across three floors and making SS15 menswear and womenswear accessible to both genders. male and female models will pose in unisex pieces online.
“We want to take our customers on a journey where they can shop and dress without limitations or stereotypes,” the store explained, “A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of self.”
Awards: The company was named Luxury Daily's 2014 Luxury Retailer of the Year for its use of entertainment to make itself a shopping destination. Selfridges won over first runner's-up Saks and second runner's-up Net-A-Porter for its creative multichannel campaigns to draw consumers in-store and get them talking online.
Competitors: Harvey Nichols Group Limited, Net-A-Porter
Media Spend/Agency Relationships: For Q1-Q3 of 2014, the company has spent just over £1m in media. They have increased spend more in the Outdoor media category (up to £394k from £107k) than anywhere else, with the rest of their investment going toward Press (£625k) and Internet (£3.6k) media.
Mediacom UK are listed as agencies working with the company for their creative and media planning/buying accounts (respectively). Salmon and Selfridges’ in-house team helped with website development.
400 Oxford Street, London, W1A 1AB, 0113 369 8040
Digital Business Development Manager
Buying & Merchandising Director
Group Strategy Manager
124 Theobalds Road, London, WC1X 8RX, 020 7158 5500
Senior TV Buyer