THE RUNDOWN
As a worldwide renowned brand, Harrods is part of the UK retail DNA, a brand that is recognised all over the world. Its Knightsbridge store has 1 million square feet of selling space with over 330 different departments. Its global reputation and prestige are instilled through its brand values. Brand values represent what an organisation stands for. Harrods values are – British; Luxury; Service; Innovation and Sensation.
Al Douglas introduced the networking concept to Harrods to bring together clients and Harrods black cardmembers of diverse backgrounds, different nations who have differing levels of competency, education and business experience.
THE GOALS
- To find a unique location within the Harrods store to hold this project. • The Wine floor home to more than 1,400 bottles of wine and 400 varieties of spirits, and an expert team to guide you, this is the ultimate destination for novices and aficionados alike, was chosen to stage the events named ‘Harrods Wine Vault‘. • Vodka brand Snow Queen and Tequila brand DeLeón were financial sponsors for the event. • To get more customers visiting and buying from the Harrods Wine Shop. • To start a series of music and tasting events to make the Wine Shop a destination.
THE APPROACH
- A frequency of events aimed at card members and business clients. • A concept to network and or to taste specified alcoholic and non-alcoholic beverages • To gain media publicity around the artist’s exclusive networking concept. • Complimentary canapes and beverages were served at each event.
THE RESULTS
- Amazing feedback from Harrods committee and event attendees • Very first time Harrods advertised an artist album (Katie Melua) on digital screens without the product in-store, thus opening the opportunity to advertise more music artist material. • A new concept to build through time • Wine shop visitor footfall, sales and card membership application figures still to be collated.
