Selfridges, Claire Higgins, Maintaining customer

Customers use multiple channels before purchasing
Purchases in store are now most likely to have been researched
online as our shopping behavior has permanently changed
Pre-purchase
Purchase
Post-purchase
2
Our strategic aims: the 4xCs
Choice
Creative
People
Infrastructure
Channels
Customer
Connecting in store & online experiences
1-2-1 experiences still count
Empowering our staff to serve a connected customer
Social media is transforming clientelling
Nominated for a variety of mobile advertising awards & the IPA Media
Owner ‘Campaign of the Year’
Drove over £100k of ticket sales to our Beauty Project events in-store
241 pieces of PR vs. a target of 80, with a tracked circulation of 123m
Achieved over 1m views of across our Beauty Project films by director,
Kathryn Ferguson
45,653 mentions of #beautyproject
Over 4.5k photos were tagged to #beautyproject
Over 2k people took a photo in the Google+ booth and appeared in our
world famous windows
Our social following on Google+ increased by over 30k, had over 1.8m
views and gained noticeable PR coverage in Marketing and Campaign Live
Google have recorded a 34% lift in searches for
beauty and Selfridges
A growth more aggressive then any other competitor
claire.higgins@selfridges.co.uk
@claire_higgins