Customer Experience Report 2022

Running Head: CUSTOMER EXPERIENCE
CUSTIOMER EXPERIECE
Name of the University
Name of the Student
Author’s Note

CUSTOMER EXPERIENCE1
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Situation.................................................................................................................................2
Objectives...............................................................................................................................3
Strategy..................................................................................................................................3
Action.....................................................................................................................................5
Control....................................................................................................................................5
Budget....................................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

CUSTOMER EXPERIENCE2
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.

CUSTOMER EXPERIENCE3
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