How Harrods Understands, Anticipates and Inspiresits Customers“Anything is Possible…”                               David ...
AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric Initiati...
The Harrods ChallengeRETAIL BUSINESS OUTLOOK OF 2002RETAIL Issues   Thin margins   Competitive pressure                 ...
Harrods Information Systems Strategic AlignmentPHASE 1                  Overhaul of legacy systems – 4 years Guarantee ava...
Harrods Information Systems Strategic AlignmentPHASE 2         Back-office & front-office consolidation program – 4 years ...
Harrods Information Systems Strategic AlignmentPHASE 3      Introduction of a Flexible Multi-channel IT architecture – 2 y...
Harrods Information Systems Strategic AlignmentPHASE 4   Move from traditional reporting to the predictive enterprise – 3 ...
AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric Initiati...
“Anything is Possible…”
The Harrods Customer ChallengeUNDERSTAND Our Customers Who are Our Customers? What, When, How, Why do they shop with us?
The Harrods Customer ChallengeANTICIPATE Our Customers   What can we do to ensure that our customers are retained?   How...
The Harrods Customer ChallengeINSPIRE Our Customers Enhance the customer shopping experience and exceed their expectations
Customer Centric Strategies         Customer Information Management           Data Quality issues… Recognize your Custome...
Customer Centric StrategiesSingle Customer View is a pre-step to a robust multi-channel retail CRMarchitecture… “Having a ...
Customer Centric Strategies Harrods Single Customer View SolutionMultipleChannels           In-Store   Call Centre       I...
Customer Centric Strategies                     Segment DistributionCustomer Groups                                       ...
Customer Centric Strategies                                                                     Desired Positions         ...
Customer Centric StrategiesHarrods Rewards Program                                                                        ...
Customer Centric Strategies  Rewards Program & Customer Segmentation Alignment                                    Tier Cod...
AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric Initiati...
Empowering the Future         PRODUCT Centric Initiatives           Selection           Availability           Profitab...
AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric Initiati...
Lessons Learnt Get your Processes and Information Quality Right Evolution and not Revolution Do not Underestimate Chang...
David Llamas        CIO    Harrods Ltddavid.llamas@harrods.com
Upcoming SlideShare
Loading in...5
×

02 harrodsv [e doc_find.com]

1,113

Published on

aaa

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,113
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

02 harrodsv [e doc_find.com]

  1. 1. How Harrods Understands, Anticipates and Inspiresits Customers“Anything is Possible…” David Llamas, Harrods
  2. 2. AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric InitiativesEmpowering the FutureLessons Learnt
  3. 3. The Harrods ChallengeRETAIL BUSINESS OUTLOOK OF 2002RETAIL Issues Thin margins Competitive pressure RETAIL HARRODS Building loyal customers DRIVERS DRIVERS Multi-channel offering ANYTHING ISHARRODS Issues POSSIBLE Product and process diversification Ultimate customer service Limited geographical expansion PROCESS Online opportunities for a Global Brand ISSUESPROCESS Issues Business processes were slow and inefficient constraining the business scalability Systems were highly unreliable causing business disruption Information quality was poor and limited
  4. 4. Harrods Information Systems Strategic AlignmentPHASE 1 Overhaul of legacy systems – 4 years Guarantee availability and reliability of service  Improve IT Service Levels  Infrastructure Refresh PHASE 1 – Service Levels 2003 2004 2005 2006 2007 2008
  5. 5. Harrods Information Systems Strategic AlignmentPHASE 2 Back-office & front-office consolidation program – 4 years Support scalability; Improve productivity & control operating costs  Operational Efficiencies  IT Solutions Simplification Process Simplification Productivity Cost Control Scalability PHASE 2 – Operational Excellence PHASE 1 – Service Levels 2003 2004 2005 2006 2007 2008
  6. 6. Harrods Information Systems Strategic AlignmentPHASE 3 Introduction of a Flexible Multi-channel IT architecture – 2 years Sustainable growth on multi-channel initiatives  Provide a Flexible and Agile Systems Infrastructure PHASE 3 – Flexibility & Agility PHASE 2 – Operational Excellence PHASE 1 – Service Levels 2003 2004 2005 2006 2007 2008
  7. 7. Harrods Information Systems Strategic AlignmentPHASE 4 Move from traditional reporting to the predictive enterprise – 3 years Improve profitability and availability of product Increase customer spend and optimize marketing expenditure  Business Decision Making Optimization PHASE 4 – Strategy Focused PHASE 3 – Flexibility & Agility PHASE 2 – Operational Excellence PHASE 1 – Service Levels 2003 2004 2005 2006 2007 2008
  8. 8. AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric InitiativesEmpowering the FutureLessons Learnt
  9. 9. “Anything is Possible…”
  10. 10. The Harrods Customer ChallengeUNDERSTAND Our Customers Who are Our Customers? What, When, How, Why do they shop with us?
  11. 11. The Harrods Customer ChallengeANTICIPATE Our Customers What can we do to ensure that our customers are retained? How can similar customers be attracted? How can the overall customer profitability be improved? How can the right customers be targeted at the right time with the most appealing merchandise and marketing strategies?
  12. 12. The Harrods Customer ChallengeINSPIRE Our Customers Enhance the customer shopping experience and exceed their expectations
  13. 13. Customer Centric Strategies Customer Information Management  Data Quality issues… Recognize your Customer!  How do we provide a UNIFIED Brand Experience across all Channels… Information sharing  Customer contact Strategy Harrods Customer Segmentation  What type of customers do we have?  What are their preferences and shopping behaviors? A more Personalised Customer Shopping Experience  Harrods by invitation and personal shopping  Clienteling  Harrods Rewards Program
  14. 14. Customer Centric StrategiesSingle Customer View is a pre-step to a robust multi-channel retail CRMarchitecture… “Having a database of customer records is just data, having aclean and accurate database of customer records is INFORMATION”
  15. 15. Customer Centric Strategies Harrods Single Customer View SolutionMultipleChannels In-Store Call Centre Internet Customer Service Loyalty Station Enterprise Service Bus Data Management Confirm Conform Compose Link Data Analysis
  16. 16. Customer Centric Strategies Segment DistributionCustomer Groups 5.7% 6.4% Q 0.7% UK Spenders Jet-Set Elite 6.4% 33.6% Q Quality-Seekers 4.6% Bargain-Hunting Homemakers 6.1% Wishful or Wistful Teddies and Treats 0.6% 36.0% UK Non Spenders Share of Spend by Segment  International 60% Segment Size 50% Middle East Customers % age of Spend 40% Rest of World Customers 30% Staff 20% 10% 0% Q
  17. 17. Customer Centric Strategies Desired Positions Current 12 Staff 10 Jet-Set Elite Number of Visit in 6 Months 8 6 Wishful or Wistful Bargain Hunting 4 Homemakers Quality Seekers 2 Q Teddies Middle East & Treats 0 Rest of World -2 UK Non-Spenders -£200 £100 £0 £100 £200 £300 £400 £500 £600 £700 £800 £900 £1,000 Average Spend per Visit
  18. 18. Customer Centric StrategiesHarrods Rewards Program One-to-one servicing Tailored Products & Services Black (By Appointment / Personal Shopping Services) Clienteling Retain Most Valued Direct Mail / Clienteling Customers Exclusive invitations to store events Gold 55% of sales are (Introduce to “By Appointment”)Product Direct Mail CRMDemographics System generated target offers Develop Green loyalty card based (Sales Assc. / Rewards team) CustomerBehavioural RelationshipsPropensity modellingCross-Sell Analysis Customer metricsRetention Analysis Single Customer View Campaign results Black Forecast reports Prospect Pool Data Sources Gold Data quality Rules / Prioritization Flexible design Green Analysis / Segmentation / Modeling Scalable architecture Systems integration Single Customer View / Marketing Analytics Data enrichment
  19. 19. Customer Centric Strategies Rewards Program & Customer Segmentation Alignment Tier Codes by Segment 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q Jet-Set Quality Bargain Wishful or Teddies UK Non- Middle Rest of Staff Elite Seekers Hunting Wistful & Treats Spenders East World Homemakers Segment Green 0 Green 1 Green 2 Gold Black Elite
  20. 20. AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric InitiativesEmpowering the FutureLessons Learnt
  21. 21. Empowering the Future PRODUCT Centric Initiatives  Selection  Availability  Profitability Workforce Optimization Initiatives  Task Scheduling  Staff Scheduling CORPORATE PERFORMANCE Management Optimization  Continuous Improvement
  22. 22. AGENDAIntroduction to HarrodsThe Harrods ChallengeHarrods Information Systems Strategic AlignmentCustomer Centric InitiativesEmpowering the FutureLessons Learnt
  23. 23. Lessons Learnt Get your Processes and Information Quality Right Evolution and not Revolution Do not Underestimate Change Management Continuously Evaluate your Strategic Partnerships
  24. 24. David Llamas CIO Harrods Ltddavid.llamas@harrods.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×