The challenge

Understanding customers is important for any brand. But when they are discerning, demanding luxury shoppers, it’s a necessity. Our challenge was to get closer to Harvey Nichols customers, helping to shine a light on who they are, how their motivations could inform the business and, most importantly, help the business attract and retain them.

Our approach

To identify the loyal customers of the iconic Knightsbridge store and help bring them to life, we matched them to our Interact database and built an understanding of their profile, location and value. This helped us identify both the key similarities and differences in the customer base.

By taking into consideration the volume, value and variances of the segments, we were able to reveal the people behind the data. Then, to help shape future customer strategies, we split the base into six distinct and detailed personas.

The results

The wealth of data that sits behind each customer type includes age, household income, location, spend per visit, share of wallet by brand, number of visits and their percentage of the total spend.

Armed with these rich insights, we are now working closely with Harvey Nichols to fashion a truly customer-focused comms strategy.

Watch this space…