Harrods has appointed Incubeta as its digital marketing promoter. Examples like this show how brands are investing more and more in data-led, digital promotions to try to encourage high-value customers. The partnership is going to focus on accelerating growth, as well as footfall across their key markets in the UAE, Saudi Arabia, the US, and the UK. Activity will include maximising their return on eCommerce platforms, as well as on their mobile app and loyalty programme.
Seamless Search and AI-Fuelled Advancements
Central to Incubeta’s Seamless Search platform, Harrods is going to be adopting AI as a way to analyse real-time data signals. This will allow the company to better manage its marketing spend, with even more precision.
Partnerships like this signify that Harrods is more committed than ever to adapting to evolving retail landscapes, and it also shows that integrating advanced strategies is the best way to meet modern demands. Harrods also hopes that it will solidify their brand presence, while allowing them to expand into whole new markets.
Andrew Turner, MD for Incubeta UK, has lauded Harrods’ position as a world-leading department store, and that they can’t wait to accelerate their digital presence. They believe that by integrating core elements of digital marketing into one strategy, it’s going to become possible to deliver a more omnichannel experience while reaching a global audience.
Digital Promotions are Moving Beyond Retail
Harrods’ move sits within a much larger transformation, which is taking place within consumer-facing sectors. Just as Harrods is looking to improve its app, loyalty program, and digital presence, we are seeing a sharp rise in other companies making similar moves.
Many quick-service restaurants now centre their promotions around their digital app, with reward points given for every purchase, along with daily deals. This allows the company to link purchase data directly to promotional efforts. Pret A Manger has leaned heavily into digital incentives, with people able to claim 50% off five barista-made drinks per day if they are ordered within a certain time window.
Not only does this create a loop of digital data, but it also allows companies to promote via rewards and engagement. Outside of retail too, we are seeing a shift towards app-based promotions and digital promotions as a whole. Cinemas are giving away free tickets and loyalty points on apps, and online casinos allow customers to claim a slot machine bonus online or through their phones. These bonuses include certain amounts that have to be won each week in leaderboard tournaments, prize draws and daily jackpots. Since the bonuses update regularly, customers are more likely to visit the site often.
Evidently, across nearly every vertical, things are becoming more digitally-focused, with impressive results regarding overall sustained engagement. As engagement can be tracked directly through digital promotions and apps, it’s not surprising to see more and more companies across fields adopt gamification, app-based loyalty schemes, and more data-led campaigns.
Shifts like this can have a big impact on individual businesses, as those who embrace them are often successful, but those who do not find themselves falling behind, especially during high sales periods or peak times of the year, where competition is at an all-time high.
