Luxury department store Harrods has launched a new AI-driven platform to boost its digital marketing strategy and generate growth in key market areas.

The platform, delivered by London-based marketing agency Incubeta, provides AI-based analytical solutions, including real-time data analysis, to help optimised budget distribution across different marketing channels.

The platform provides a search engine that aims to analyse the real value generated from paid and organic strategies to business performance metrics, including sales.

Incubeta will also manage Harrods' global digital marketing accounts, focusing on areas such as pay-per-click (PPC), SEO, paid media and digital PR, and expanding the luxury retailer’s brand partnerships.

The digital strategy aims to boost growth of the London iconic department store and its five beauty stores in the UK, as well as its app and online services, including its Rewards loyalty programme.

The digital strategy aims to strengthen and grow revenue in key markets including the UK, US, Saudi Arabia, United Arab Emirates and Asia.

Sandra Truesdale, head of digital marketing at Harrods, emphasised how the growth and evolution of Harrods’ digital marketing channels are essential for the retailer to meet the needs of luxury shoppers while staying ahead of an evolving retail 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,” she added.

---