Brilliant Reads: Harvey Nichols’ customer-first transformation, and the latest Dots speakers.

Clothes wrack in an outdoor market

Clothes wrack in an outdoor market

How Harvey Nichols became truly customer-first

Harvey Nichols have repositioned the brand to be truly customer-first. Instead of hiding behind expensive products, outgoing Group Marketing and Creative Director Shadi Halliwell transformed the entire customer experience into a luxury boutique service.

Halliwell led a two day ‘Style Academy’ for in-store staff, giving them the tools to give expert advice on fashion, combined with in-store knowledge. She also aligned the marketing content across channels, using the brand’s traditional tongue-in-cheek voice online and in-store. This focused content strategy helped the brand grab attention in an industry that’s saturated with images of beautiful people in beautiful clothes.

The project also included the launch of a new loyalty app. Beyond just offering spend-based points, the app allows the brand to talk directly to customers, and offers treats like free coffee when in store.

In the Which? annual ranking of the best and worst high street shops, Harvey Nichols is now rated 3rd, up from 21st.

Harvey Nichols’ marketing boss on transforming the brand through a focus on customer experience
Marketing Week, 10 minutes

Jaguar Land Rover brings immersive customer experience to banner ads

Jaguar Land Rover is using new 3D technology in banner ads to bring prospective purchases to life. They hope the new approach will boost pre-order purchases in the US.

Banner ads get notoriously poor click-through rates, but combining them with this immersive technology might change that. Not having to download a stand-alone app to view the content is a much smoother customer experience, and will give it a wider reach.

New banner ad from Jaguar Land Rover lets you test drive a car from your phone
Campaign, 4 minutes

Question your organisational culture

Your organisational culture does not begin and end with a beautifully designed mission statement: it is woven into every part of the business. This piece lays out five key questions to consider:

  1. Is your talent strategy rooted in your business strategy?
  2. Does your culture define and inspire ‘what we do’?
  3. How strong is the sense of community?
  4. Does your culture value learning and development?
  5. When something goes wrong, is there still momentum for change?

5 questions to ask about corporate culture to get beyond the usual meaningless blather
Harvard Business Review, 5 minutes

The future of technology is ambient

‘Ambient computing’ describes technology that integrates seamlessly into the background of our daily lives. This is what technology design will strive for in future, according to veteran tech journalist Walt Mossberg. Think of phones charging wirelessly just by being in a room, or discrete wearable tech monitoring your real-time health in granular detail.

This increased access to our lives and data – health, wealth or otherwise – requires legislative future-proofing. Businesses must now work with governments to develop more stringent legislation that uphold safety standards, and protect our privacy and consumer rights. Data has to be managed well to retain the customer’s trust.

Mossberg: the disappearing computer
Recode, 10 minutes

Google’s new attribution service

Being able to gather attribution data from complex customer journeys across multiple channels and devices is an expensive and increasingly complex challenge. Google is now offering Google Attribution – a free attribution service to make analysis simpler.

As Brilliant Noise data analyst David Lloyd explains in the piece: “understanding more about how the different touchpoints in a user journey influence conversion will be powerful, even if it’s a basic platform.”

Will Google’s new attribution service shed more light on customer journeys?
MyCustomer.com, 7 minutes

Dots 2017 – announcing two more speakers

Two more speakers have been added to the lineup for this year’s Dots conference – Muriel Lotto from Western Union, and Tata Communications’ Craig Hepburn. They join John Lewis’ Sienne Veit, Livity’s Sam Conniff, Neil Perkin of Only Dead Fish, Bolney Wine Estate’s Sam Linter and Becky Parker of the Institute for Research in Schools.

Get your early bird tickets now for just £150+VAT each – but you’ll need to be quick!