How Harrods Uses SAP Improve Customer Experience
Meet the Authors
⇨ Data science initiatives drive their business.
⇨ The right insights, analytics, and visibility empower them to greater revenue
⇨ Analytics initiatives help them understand how customers interact with the brand
SAP Client: Harrods, the London-based luxury retailer, carries more than 400,000 products from about 4,000 brands
Challenge: Offer their customers a seamless journey across all its channels, including e-commerce and private shopping.
Initiative: Get better acquainted with the roughly 2.5 million consumers registered in its loyalty program to provide an on-brand experience.
Solution: Harrods consolidated relevant data from vendors and others into its backend to build a web app that lets shoppers personalize merchandise on their shopping journey from browsing to home delivery.
Benefits: Harrods’ data science initiatives allowed them to reward a shopper with a free pastry following a £50 purchase. That customer promptly returned to the sales floor and spent another £30,000.
A Closer Look: Data from SAP Marketing Cloud, SAP Customer Data Cloud, and SAP Service Cloud can help Harrods spot—and serve—its next big spenders, alongside transactional information through SAP Customer Activity Repository and analytics via SAP BW/4HANA.
Client Remarks: “The two things I take away from what we’ve done at Harrods are one, customer experience comes first,” Erik Rasmussen, head of SAP & Data Analytics at Harrods, told SAP on the NRF 2023 show floor. “Secondly, I think we’ve really benefited from the strong partnership we’ve made with our technology partners, SAP being one of them.
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