Learn how Harrods turned their guest WiFi in to a revenue generator


Key Results


Log in to the guest WiFi in store every year



Rate for users of the WiFi, providing compliant data for marketing campaigns



On the original investment of improving and optimising the guest WiFi experience

harrods login


Harrods was keen to drive in-store customers towards their Harrods Rewards loyalty program, as they had found that members displayed greater loyalty to the store and a 6% higher spend than customers who hadn’t joined. The loyalty program also enhances their customers’ shopping experience, as they can earn points, redeemable as in-store or online discounts, with every purchase they make.

Increase loyalty program sign ups
6% higher spend for loyalty members
Enhance customers’ shopping experience
harrods online


Harrods have been utilizing Purple since 2016 to provide guests with an on-brand and frictionless WiFi experience, gathering rich demographic information on their visitors with many of them opting into marketing communications at the same time. Through this process, Harrods has amassed a customer database of more than 3.6 million contacts which they regularly use to re-engage and re-market, driving online purchases.

Additionally, in order to promote the program more widely, Harrods made use of the WiFi splash page, where customers sign in to get access to connectivity, to both raise awareness as well as test for interest by asking a custom question: “Would you be interested in becoming a Harrods Rewards member?”

Those that answered affirmatively were then redirected to a Harrods Rewards sign-up page, where the information they had already provided during WiFi sign-up was automatically added in order to remove any barriers and make the process as seamless as possible.

On-brand and frictionless WiFi experience
Custom splash-page to drive loyalty scheme
Compliant customer data capture
wifi analytics

Return on Investment

Over the past 12 months, 581,317 unique individuals have logged on to the WiFi when in-store. Of these 221,931 (38%) opted in to receive further marketing communications with 6,657 of them then going on to make a purchase. The value of these purchases represented a 54X return on their original investment with Purple.

During the same period, 31,811 WiFi users displayed an interest in Harrods Rewards during the login process, with 4,453 (14%) going on to sign up. The increase in spending by this cohort of program members represented a 3X return on the original Purple investment alone.

581,317 unique WiFi users
221,931 (38%) opted in to receive further marketing communications
4,453 signed up to Harrods Rewards

About Harrods

Harrods is the world’s leading luxury department store and is home to over 5000 brands. At over 150 years old, the Knightbridge-based retailer welcomes more than 100,000 visitors through its doors every single day, with customers flocking from all over the world.


Company size

The Knightbridge-based retailer welcomes more than 100,000 visitors per day


London, United Kingdom

Discover Purple's Solutions

Schedule your demo and speak to one of our experts

© 2024 Purple. All Rights Reserved.