Page 1: Introduction
Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its unique brand is recognised across the world. Seen as a British institution, its mission is to become ‘the number one department store in the world for luxury branded merchandise, maintaining an unprecedented level of retail standards, expertise, and profitability.’
Harrods has been located in Knightsbridge, London since 1853 and is one of the world’s few single site department stores. With 14 million customers from over 178 countries
visiting the store each year, Harrods has a reputation for always delivering the highest standards of customer service. The Harrods motto is 'anything is possible' and the company works as a team across three locations – the flagship store and its recently opened Thatcham distribution centre and Hammersmith offices - to exceed the expectations of its customers.
‘This means we have a steely determination to get things done, find ways around the impossible, and see challenges as opportunities.’
Communicating Harrods’ brand values - British, Luxury, Innovation, Sensation and Service - is essential not just for its current employees but also in attracting new talent. It is also
vital in engaging with existing customers and attracting new shoppers from across the world.
Social media is continuing to transform the way a business communicates, both internally and externally. This case study shows how Harrods uses social media as a form of internal communication, a way of engaging with the external environment and as a means of recruitment.