Luxury department store Harrods has appointed Incubeta to manage its global digital marketing. The partnership will cover all omnichannel operations but will specifically focus on “accelerating digital growth and footfall” for the luxury retailer among its highest-value customers across key markets. This includes the UK, US, Saudi Arabia, United Arab Emirates and further markets in Asia.

Covering pay-per-click (PPC), SEO, paid media, and digital PR, the relationship aims to maximise the return from its digital investment “to drive sales” across its London, Knightsbridge store, online, app, rewards loyalty programme and its five UK-based H Beauty stores.

Incubeta aims to achieve this via its artificial intelligence (AI)-powered ‘Seamless Search’ platform.

“By analysing multiple data signals in real-time, this aims to ensure that Harrods’ digital spend is allocated with precision, optimising each campaign for maximum efficiency and impact”, it said. 

Additionally, Incubeta will work closely with Harrods to leverage partnerships with brands.

Sandra Truesdale, Head of Digital Marketing at Harrods, said: “The growth and evolution of our digital marketing channels are essential for Harrods to meet the needs of luxury shoppers today, while staying ahead of the ever-changing landscape. Incubeta understood the strategic imperative to deliver a data- and insight-led approach that enables us to meet our global business profitability goals for omnichannel customer growth.”

Andrew Turner, MD, Incubeta UK, added: “We are delighted to be coming on board to deliver the next phase of digital acceleration for the brand. By integrating core elements of marketing into a single, connected strategy, we’ll deliver a smarter and more effective omnichannel experience for Harrods’ global audience.”