If there is one word redefining retail right now it’s “multichannel”–the syncing of a store’s digital and brick-and-mortar properties, using one to drive traffic to the other. In our new Digital IQ Index: Department Stores report, released yesterday, one of the most successful examples of multichannel was Harrods’ “Summer of Now” campaign, which originally capitalized on the May release of The Great Gatsby. To launch the splashy, high-profile campaign, digitally “Gifted” Harrods hosted an eight-hour virtual shopping event on its site, featuring flash sales, discounts, and 1920s-themed gifts. After the Gatsby buzz subsided, “Summer of Now” transitioned to a new layout and design, still maintaining the Gatsby tie through beautifully-produced shoppable videos (see below).
For those shoppers less into the fashion aspect of Gatsby, Harrods also partnered with Johnnie Walker, Hendrick’s Gin, Courvoisier, Stolichnaya and Macallan for the original YouTube series, “Cocktails and All That Jazz.” To parallel the instructional videos’ success in-store, the drinks were then featured in a pop-up speakeasy. Harrods’ support of the campaign extended across its sizable social footprint, with the British retailer promoting “Summer on Now” events and sharing photos and videos on Facebook, Instagram and Twitter using the hashtag #GreatGatsby. On Pinterest, where Harrods has the 9th largest following of all 40 department stores in our study, they recreated their popular Gatsby-themed windows on the Harrods Windows board using an impressive 99 pins.
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