Marketing opt-in rate
Return on original investment
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.
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 remarket, 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.
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.
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