Harrods hires Incubeta for global digital marketing brief

Luxury department store Harrods is aiming to accelerate digital growth and footfall among its highest value customers across key markets with the appointment of Incubeta to manage its global brief following a competitive pitch.

Central to the account will be managing Harrods’ digital presence, primarily across pay-per-click (PPC), search engine optimisation (SEO), paid media, and digital PR for the UK, US, Kingdom of Saudi Arabia, United Arab Emirates and three further markets in Asia.

Activity will aim to maximise the return from the retailer’s digital investment to drive sales across its Knightsbridge store in London, online at Harrods.com, its Harrods App, and its Harrods Rewards loyalty programme, as well as its five UK-based H Beauty stores.

Incubeta will deploy its proprietary Seamless Search platform, an AI-powered solution designed to accelerate growth. By analysing multiple data signals in real-time, Seamless Search will aim to optimise Harrods’ digital spend on each campaign for maximum efficiency and impact.

Incubeta will also work closely with Harrods to leverage partnerships with the world’s top brands.

Harrods head of digital marketing Sandra Truesdale said: “The growth and evolution of our digital marketing channels are essential for Harrods to meet the needs of luxury shoppers today, while staying ahead of the ever-changing landscape.

“Incubeta understood the strategic imperative to deliver a data- and insight-led approach that enables us to meet our global business profitability goals for omnichannel customer growth.”

Incubeta UK managing director Andrew Turner added: “Harrods is the world’s leading luxury department store and we are delighted to be coming on board to deliver the next phase of digital acceleration for the brand.

“By integrating core elements of marketing into a single, connected strategy, we’ll deliver a smarter and more effective omnichannel experience for Harrods’ global audience.

“Being selected as Harrods’ trusted partner comes off the back of a very competitive pitch process and we can’t wait to get started, working as an extension of their formidable team and wider partners to help them outperform their business goals.”