Marketing Strategy for Selfridges Manchester Exchange Square

This report outlines a regional marketing strategy for Selfridges at the Manchester Exchange Square, aiming to increase sales and enhance customer experience. It analyzes the current situation of Selfridges, defines clear objectives, and proposes an integrated marketing strategy encompassing segmentation, targeting, and positioning. The plan includes tactics such as Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, event campaigns, and social media marketing to engage customers and build brand awareness. The report also details a marketing calendar, control measures for evaluating campaign effectiveness, and a budget allocation across various marketing activities. The ultimate goal is to boost sales and solidify Selfridges' reputation as a luxury shopping destination.

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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Situation.................................................................................................................................2
Objectives...............................................................................................................................3
Strategy..................................................................................................................................3
Action.....................................................................................................................................5
Control....................................................................................................................................5
Budget....................................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
Selfridges and co. was developed in the year 1906 by Harry Gordon Selfridge in
London with a revolutionary thought of publicity and retailing. It was a chain of high end
products as departmental stores present in United Kingdom. In the year 2003 the business
was owned by W. Galen Weston and his family and the dream of Harry Gordon was followed
by them. The spirirt of the business was to grow through innovation and creativity (Fornes
and Kusama 2014). Their stores were names as the best departmental store in the world for
four times.
This report aims at developing a regional marketing strategy for the store at the
Manchester Exchange Square. The marketing strategy includes an integrated marketing plan
which can help in meeting the objective of the company for at least next six months, which
would run from January, 2021 to 30th June, 2021.
Discussion
Situation
Selfridges and co. have come a long way from just being a sum of products owned by
them to the most delightful shopping experience for its customers. It comes with an
experience that promises to amaze, surprise and amuse their consumers by offering and
delivering them with the extraordinary customer familiarity and experience. The company
aims at welcoming everyone. It is the most iconic retail brand leading luxury items and
shopping experiences for all its customers across the world (Gibson and Martelli 2014). The
company has physical as well as digital stores to serve all across the country. It has five
iconic brands namely Brown Thomas and Arnotts in Ireland, Bijenkorf in the Netherlands,
Selfridges in the United Kingdom and Holt Renfrew in Canada.

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Objectives
The objective of the company is to grow its business by increasing sales to 110% and
generate high revenue which can be again used in the expansion of the business. The
company aims at consistently investing in creativity and innovation in order to grow their
customer base and reputation as a luxury destination for customers all across the world.
Strategy
As stated above the objective of Selfridges is to increase sales and cash flow, and
develop the reputation of being a luxury-shopping destination. The integrated marketing
strategy will be the best approach to use by the company. The strategy will help them to reach
a much wider audience. These tools can be used to directly target the audience that the
company wants to. It can be helped to create awareness, increase sales, and change the brand
perception. The company to have a successful marketing campaign the company must use
events, PPC, social media and SEO to have a better reach and impression (Chaffey and Smith
2017). The strategy can be divided into segmentation and targeting, positioning and,
engagement and content strategy.
Segmentation and Targeting
Selfridges, wants itself to be perceived as a luxury-shopping destination, for which it
has to target the high-end consumers, the crème de la crème of the society. The company
must segment the consumers on the basis of their preferences. The segmentation can also be
done on the basis of gender and age, for the company to have specific segmentation buckets,
to have advertisements and campaigns solely focusing on them to have a better reach.
Segmentation is important for a company as it helps the company in understanding whom to
target and whom not to.
Positioning

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The company must position itself as a luxury brand for it to be perceived as a high-
end luxury-shopping destination. The company creates an image that will help them in
making the customer see their brand the way they want. It can be achieved by the marketing
mix strategy using place, price, promotion, and product.
The company to be positioned as a luxury shopping company must have products that
are perceived to be a luxury product, and the price also has to be on the steeper side as the
price, as higher the price the better and luxurious the product is perceived to be. The place is
also an important aspect that helps in the company to be perceived as a luxury-shopping
destination. The company must select a place where all the premium brands are present for it
to be perceived the same. Promotion is one of the main aspects that has to be considered by
the company for it to reach the targeted market that it intends to. All these will help the
company to be perceived as the luxury-shopping destination that it wants to be perceived as.
Engagement and Content Strategy
The company must be able to create content that can be used to engage more people
that can be converted into potential buyers. The content must be informative as well as
engaging for it to reach more people. The company must have content that makes it easier for
people to connect with it. The content needs to have catchy lines, vibrant colours and
information for it to be attractive and engaging. There has to be multiple content that the
company has to create for it to engage more people and create a wider impression on the
targeted audience of the company. The company can use their social media to create
advertisements that are engaging the company can also have certain games for the people, to
increase more of their reach and impression.

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Tactics
Search Engine Optimisation is the process of enhancing the quality of the website in
order to in order to increase the quantity of the website. The main target here is to use the key
words properly to attract customers and enhance their engagement with the company.
Selfridges would use this strategy to increase the traffic of customers on their website. Pay
Per click, is the technique where the company pays to the publisher for an advertisement to
drive the traffic towards their page from some other website. Selfridges use this strategy on
those business sites with similar nature in order to increase the customer base (Luxton and
Mavondo 2015). The advantage of this strategy is the company only pays when there is a
click or a customer visiting to the site.
Event Campaign, is a monthly campaign, which would be done with the help of 12
people team hired to organise an even for a couple of days. Each month there will be an even
relating to the month’s speciality for three to four business day. January will be new year
special followed by valentine celebration in the month of February, March would be
woman’s day special most of the company’s product is for woman. Other very common tool
would be the using the social media platforms.

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Action
Figure: Marketing calendar
The company must have Instagram posts in all the months for it to engage more people. The
frequency of the posts should be high so that it can grab the attention of the people that they
are targeting. They should have special posts for holidays that attract and engage more
people. The company must also have SEO and PPC running throughout the six months. The
YouTube advertisement should also be run throughout the 6 months with two different ads
running throughout the half year. The company will also have special events on Valentine’s
Day, Easter and the Wedding Season to reach to the target market. Marketing Calendar will
be able to help the company keep everyone in loop. It will be easier for the company to keep
the track of the marketing campaigns that they have created and how they can have the
highest return from it.
Control
In case of Search Engine Optimisation, measurement can be done with the help of
engagement metrics, which can help in deriving how consumers are reacting to the content.

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Conversion rate is another tool used to determine the return on investment from the traffic on
the website. Determining the Bounce rate would help in evaluating the number of customers
visiting the page or reaching the content but fail to search the official website of the
company.
Key performing indicators for Pay per click or PPC strategy can be the growing
number of clicks by each month. There are various Google analytics tools that can be used
for the measurement of the PPC progress, which are termed as conversion rate, impression
share or CPM. Events or monthly campaign can be measured by determining the increase in
sale and customer visits compared to on a regular day, which can be determine with the help
of marketing qualified leads, sales qualified leads, funnel conversion rates, brand awareness
and customer engagement (Zarantonello and Schmitt 2013). It is one of the most effective
strategies used for boosting the sales.
Social media marketing is the cheapest marketing strategy with maximum
engagement from all across the world. The KPI for social media marketing platforms such as
Instagram, Facebook and YouTube would be increase in the number of engagement,
followers, likes, shares and comments.
Budget
Marketing budget plan (all values in £)

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Conclusion
In a nutshell, it can be said that all the marketing strategy is important to boost the sales of the
company. However, most of the budget is spent on event marketing, which would be done
each month and will be month special to drive a large number of crowd to the stores. A
budget on all the marketing activities, which are through search engine optimisation, PPC,
Events and social media platforms is presented for a period of 6 months. The aim of the plan
is to increase the engagement of the customers and boost the sale of the company by more
than 10 per cent.

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References
Fornes, M. and Kusama, Y., 2014. Selfridges.
Gibson, R. and Martelli, B., 2014, January. Festival of Imagination-Selfridges, London.
In Festival of Imagination.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Berman, R. and Katona, Z.2013. The role of search engine optimization in search
marketing. Marketing Science, 32(4), pp.644-651.
Kniaz, R., Sharma, A., Chen, K. and Mardanbeigi, S., Google LLC, 2018. Secure and
extensible pay per action online advertising. U.S. Patent 9,898,627.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity:
The mediating roles of brand experience and brand attitude. International journal of
advertising, 32(2), pp.255-280.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

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Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.